Amber: modelled on Young Lisa
A new handbag sized glossy magazine for 16-22-year-old women is about to launch in the UK.
Amber, a 148-page monthly, is published by German publishing giant Hubert Burda Media and modelled on the success of its German title Young Lisa.
It will feature a mix of celebrities, fashion, beauty, real life stories, reportage, travel and health and will be A5-sized format like Glamour, Bliss and Jack.
It is hoping to bridge the gap between teen magazines and more mainstream women’s glossies and will compete against More! and 19 on the news-stands. The launch should provide a boost for the sector where sales fell by 11.4 per cent in the January-June 2002 ABCs.
Publisher Simon Hesling said: “There has been a lot of activity for women aged 20 and upwards, but there has not been much happening for the under 20s. It is clearly targeting a younger market than Glamour and really where I think Sugar and Bliss finish or start to become less interesting. Glamour has been an inspiration and the format has not been exploited as much in this country as much as in Germany,” he told Press Gazette.
A pilot issue of Young Lisa sold 236,000 when it launched in Germany and its frequency increased to monthly before Christmas.
“They did it as an experiment without a huge amount of promotion and that gives us a positive indication for launching in the UK,” Hesling said.
Nicole Carmichael, former editor of Australian teen magazine Girlfriend, is launch editor. The title is currently relying on freelance contributions but Hesling said he was planning to recruit a permanent team.
The first issue of Amber is due out on 20 February with a print run of 300,000 and one-off cover-price of £1. Subsequent issues will cost £1.60.
A French edition of Young Lisa is due to hit news-stands in France on 14 February.
By Ruth Addicott