Revamped Essentials targets older audience

IPC's practical living title Essentials has been redesigned in a bid to move its readership's age towards an older market, losing its handbag size in the process.

The monthly glossy will target 28 to 44-year-old suburban women — when previously its average reader age was 32, according to lka Schmitt, Essentials'

publisher.

The title relaunched in July 2005 targeting a younger readership, and putting itself in direct competition with early 30-something titles such as Haymarket's Eve and Hachette Filipacchi's Red.

Schmitt said: "We've refocused the title to those who are looking for practical tips and advice relevant to the busy life of a settled suburban woman.

"Women looking for this kind of content can be aged anywhere between late-20s to mid-40s, depending on when they enter this particular stage of their lives."

IPC said the title would continue to be aimed at "suburban real women who live all over the country, and not skewed towards the South East".

Essentials' circulation was down 29.6 per cent year-on-year, or 37.6 per cent period-on-period to 74,189 in the last ABCs.

In contrast, Conde Nast's Easy Living, which launched in 2005, reported a 17 per cent increase in circulation to over 200,000.

The title will come in a larger format (269mm x 213mm). A revamped Essentials To Go section will change from 16 to 32 pages, be renamed Essentials How To, and will be produced on thicker paper stock.

The magazine also promises increased editorial on food, shopping and well-being, backed by increased marketing at the newsstand and in other IPC titles.

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