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BBC Worldwide’s much anticipated women’s glossy, codenamed Project

Urma, is to be called Eve when it hits the newsstands in early

August.

The monthly title, which carries the strapline ’the original woman’,

will include 200 pages in its initial September issue. An interactive

website will support the title.

The publisher, Justine Southall, said that Eve would have an initial

target circulation of 150,000, a readership she believes can be achieved

through a combination of humorous tone and quality content. ’Even the

supposedly intelligent women’s magazines still talk in this rather

breathless magazine speak,’ she said.

’Our conversation with readers will be more like a friend; intelligent,

funny and unpretentious.’

Eve will also aim to establish broader editorial ground than its

competitors, positioning pieces on politics, art and architecture

alongside more conventional features on health and beauty.

’We have the resources and talent of the BBC which we can link into

these pieces,’ Southall said. ’This is a big departure for Worldwide

because Eve isn’t related specifically to one BBC programme stream, but

when you look at the credentials of the corporation, it’s a huge

opportunity.’

Project Urma stoked industry expectations in April with the appointment

of the former Dennis editorial director Gill Hudson as editor. Her

editorial team at Eve will include former Cosmopolitan art director

Fiona Hayes as creative director and former Elle and Vogue fashion

editor Harriett Jagger as fashion director.