New editor gives Style a sexy autumn revamp

Dummy of the new Style

It has a new editor, Tiffanie Darke, and now The Sunday Times Style supplement is to be revamped.

On 8 September, backed by a £2m marketing campaign, Style will have a new look, new content and glossier paper.

Darke, who was recently promoted from the News Review section of the paper, said: "The new Style will be grown-up, glamorous and sexy. It will be the thinking-woman’s guide to the latest trends and will recognise the fact that our readers are busy women with careers and families. They are discerning consumers with not much time on their hands."

The newspaper says its proposed high-quality design is a response to the needs of both the paper’s increasing sophisticated female readership and its advertisers.

Style will expand from 48 to 68 pages in a new 21cm x 30cm glossy magazine. It will have increased paper quality using 56gsm text and 130gsm cover.

The supplement will aim to provide "an intelligent and engaging guide to women’s lifestyle needs – giving them the inside track on fashion, beauty, health and food trends".

It promises to bring together "some of the biggest names in the industry as writers, stylists, contributors and editors", including Rita Konig from British Vogue, who will write a column on domestic bliss.

Fashion director Claudia Navone and her team will work with world-class photographers.  The Sunday Times has 1.27 million ABC1 female readers – the highest of any of the weekend broadsheets -according to National Readership Survey figures for the six months from October 2001 to March 2002.

It reaches a greater percentage of 25 to 54-year-old women than Vogue, Harpers & Queen, Vanity Fair and Tatler put together.

Style has a total of 2,236,000 readers, 70 per cent of the total Sunday Times readership, and 53 per cent of its readers are women. The percentage of Sunday Times female readers rose by 12.6 per cent from December 2001 to May 2002 on the figure  for December 2000 to May 2001.

The new-format Style is designed to strengthen the Sunday Times magazine portfolio, which includes Culture and The Sunday Times Magazine.

In the past 12 months, the Sunday Times’s circulation and market share performance has consistently broken 25 and 20-year records for the paper.  The News International Sunday’s average net circulation from December 2001 to May 2002 was up by 1.58 per cent year-on-year to 1,401,101.

By Jean Morgan

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