Size change in relaunch for IPC's Pick Me Up

IPC’s real life weekly, Pick Me Up, has unveiled a relaunch which includes a subtle size change.

The new look magazine has a larger format – 16mm taller and 5mm narrower – and glossy cover, and has added a fashion section following consumer research.

Pick Me Up launched into the real life sector in 2005, targeting a younger real life audience than the established titles such as Take a Break. The magazine had a debut ABC circulation figure of 503,950 and prompted similar launches from rival publishing companies, such ACP Natmag’s Real People, News Magazine’s Love It and Essential Publishing’s Full House.

Editor June Smith-Sheppard said: ‘We were the first new title in that market for over a decade, we came in and brought in a whole raft of younger real lifers. Now there’s a hell of a lot more and obviously everyone is working hard to attract those consumers.

“Pick Me Up led from the front of the new launches that came into the sector, and I believe that’s what we’re doing with our refresh. It’s natural for magazines to evolve, its something they must do to stimulate the sector.”

Pick Me Up’s circulation was 426,327 for the second half of 2007, up 0.5 per cent year-on-year.

The design changes, have been over-seen by IPC Connect group creative director Lottie Berridge, the launch creative director on IPC Connect sister title Look.

Editorial changes include a ‘Bargain Fashion’section and new puzzles.

Smith-Sheppard said the changes came after consumer research, and she was surprised to find that her readers – ‘young mums in their late 20s – early 30s’- now wanted fashion in the magazine.

‘When we launched the title it was real life and puzzles, and they very firmly didn’t want anything else. However now it seems fashion is a given – you just have to have fashion.”

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