The troubled weekly, which previously targeted a broader and less sophisticated 25 to 44 readership, last month recorded a disappointing ABC of just more than 100,000. It had already failed to hit its May target of achieving a 150,000 circulation.
In a document obtained by Media Week, Emap said the new-look First would “have the pace of a weekly, the luxury of a monthly and the intelligence of a broadsheet supplement”.
First, which launched in May last year, is currently being published fortnightly, as the editorial and commercial teams gear up for the relaunch under new editor Jane Ennis. One criticism levelled at First was a lack of investment in editorial content and Emap appears to have taken this on board. The revamped magazine will focus less on its previous staple of celebrity and real-life stories and include more content on areas such as fashion, health and beauty, current affairs, home decorating and holidays.
First has also signed up a number of new writers to beef up its content. Regular writers are expected to include Observer columnist Mary Riddell, The Guardian columnist Zoe Williams, comedienne and writer Arabella Weir, and social commentator and broadsheet columnist Yasmin Alibhai-Brown.
Emap is also investing more in its food pages and the revamped title will feature recipes and tips from top chefs, including Marco Pierre White and Jean-Christophe Novelli.
It also emerged last week that Emap is putting a £3m marketing budget behind the relaunched First.
“I think this is the last stab for it,” said one unnamed head of press at a media agency.
A spokesman for Emap said: “We can’t confirm or deny anything at the moment.”
In a document obtained by Media Week, Emap said the new-look First would “have the pace of a weekly, the luxury of a monthly and the intelligence of a broadsheet supplement”.
First, which launched in May last year, is currently being published fortnightly, as the editorial and commercial teams gear up for the relaunch under new editor Jane Ennis. One criticism levelled at First was a lack of investment in editorial content and Emap appears to have taken this on board. The revamped magazine will focus less on its previous staple of celebrity and real-life stories and include more content on areas such as fashion, health and beauty, current affairs, home decorating and holidays.
First has also signed up a number of new writers to beef up its content. Regular writers are expected to include Observer columnist Mary Riddell, The Guardian columnist Zoe Williams, comedienne and writer Arabella Weir, and social commentator and broadsheet columnist Yasmin Alibhai-Brown.
Emap is also investing more in its food pages and the revamped title will feature recipes and tips from top chefs, including Marco Pierre White and Jean-Christophe Novelli.
It also emerged last week that Emap is putting a £3m marketing budget behind the relaunched First.
“I think this is the last stab for it,” said one unnamed head of press at a media agency.
A spokesman for Emap said: “We can’t confirm or deny anything at the moment.”
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