NI reveals details of new real-life weekly

By Alyson Fixter News International has revealed the first official
details of its new magazine launches, budgeting nearly £10 million so
far on research, development and marketing on a women’s true-life
weekly and a monthly home interest title.

The
women’s weekly,
which has the working title of Love It and is edited by Karen Pasquali
Jones, formerly of Reveal, That’s Life! and Real, will appear on 6
February with a cover price of 60p. Inside Out, the home title, is set
to launch on 16 March, priced at £3.20.

Scott Williams, marketing
manager for the group, which promoted Judy McGuire, editor of the News
of the World’s Sunday magazine to editorial director earlier this year,
said £8.5 million would be spent on marketing the titles, with more
than £1 million going into research and development.

He pledged
that the weekly title would open up the true-life market to a younger
generation, a claim that may worry staff at IPC, whose true-life launch
Pick Me Up appeared last January with the same proposition.

He
claimed the new home interest monthly would have a top secret “unique
proposition” that would make it stand out from competitors.

The
true-life launch, as well as being advertised heavily on TV and in the
press, will be launched with a sampling campaign in The Sun.

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