Woman's Own in £2m revamp

IPC is backing a revamp of its traditional weekly, Woman's Own, with a claimed promotion and investment spend of £2 million.

After an eight-month period of "thorough and intensive" research, the 75-year-old title has been relaunched with a new look and a content overhaul in an effort to reverse falling sales.

From next week, it will include a seven-page news section (including a new columnist, GMTV's Richard Arnold), an extended shopping section and Look Younger — a beauty and well-being advice section.

Features such as "Cook a Little, Cheat a Lot" are also being retained. Eight pages will be addedto each issue and the cover price will rise from 78p to 85p.

Editor Karen Livermore said: "What we wanted to do was reconnect with the reader. We haven't taken it out of its market — it's in the classic mainstream sector and it's still there.

"The median age of the reader is 48. We haven't turned it into a magazine for 20-year-olds. It's just been given a whole new look — a whole content and design overhaul to really connect more with these women's lives."

In the last six months of 2006 Woman's Own sales fell 12.9 per cent to 356, 811.

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