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.
Related
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.
Content from our partners
Email pged@pressgazette.co.uk to point out mistakes, provide story tips or send in a letter for publication on our "Letters Page" blog
