Haymarket’s women’s monthly Eve will unveil a new look this Friday, led by new editor Nic McCarthy.
Former OK! editor McCarthy took over running the title in January this year, and has given the magazine a stronger fashion focus, a new logo and new, taller format.
McCarthy told Press Gazette that when she joined she wanted to see the magazine better reflect its ‘smart and fashionable’reader.
She said: ‘I didn’t feel that the look of the magazine really matched up with her. We’ve given it the design values of a fashion magazine, and I think it’s the first time that such high design values have even been brought to this lifestyle sector for 30-something women.
“It’s much more glamorous, glossy and gorgeous. I think it fits much better with this amazing reader that we have.”
The first issue of the new-look Eve, which Haymarket bought from BBC Magazines in January 2005 – has an interview and photoshoot with Sex and the City star Sarah Jessica Parker.
McCarthy said she planned to get more interesting women in the magazine. She said: ‘Our readers are smart and fashionable; anyone we have in the magazine has to reflect that.
“They’re very discerning when it comes to celebrity; their worst nightmare would be Paris Hilton or Britney Spears. We want loads more high profile women from showbiz, fashion, homes, beautyâ€¦ from all walks of life.”
Eve publishing director Jo Morrell, said: ‘We’ve capitalised on Eve’s success as a magazine renowned for editorial excellence, and taken it to the next level with Nic’s vision for a stunning new look and cutting-edge content. I’m delighted with the results.”
The magazine had an average monthly circulation of 168,270 for the second half of 2007, down 2.4 per cent year on year.