Six months after its relaunch, The Sunday Times Style magazine has been researching its effect on the market, writes Jean Morgan.
The Sunday Times claims the new-look Style, which appeared in September 2002 with glossier paper and extra pages, is a weekly competitor to monthly glossy magazines including Vogue, Elle and Harpers & Queen.
The research showed it has a readership of more than 2.5 million, 42 per cent of whom relish sitting down with Style at the weekend, and 76 per cent of whom read it to relax.
Some 80 per cent of respondents said they got ideas from the magazine for fashion and interiors, and 33 per cent, equating to nearly half a million women readers, kept Style for future reference.
The research was conducted among females aged 18 to 65 over the telephone and in extended focus groups.
Readers of both Style and other glossies were interviewed as part of the research.
Style editor Tiffanie Darke said her main aim was to keep the magazine “fresh and funky”.