As of the May edition, Bliss will be relaunched as a glossy A5-sized magazine with double the number of pages. It is to be completely redesigned with more celebrity exclusives, fashion, health and beauty. The relaunch will be supported by a £2m marketing campaign.
Bliss revealed a new logo in January and, following extensive research in the teen market, Emap believes that once the relaunch is complete it will have a product worthy of the top spot in the teen girls market.
But the title has a lot of catching up to do. In the latest set of ABCs for the July to December period, Bliss trailed Sugar by 130,000. Bliss recorded an ABC of 255,653, while Attic Futura's Sugar retained its lead with 385,165.
Emap is also said to be looking at the pricing of the magazine. Emap-owned Elle Girl is at the top end of the pricing scale with a cover price of £2.20, while NatMags teen title, Cosmo Girl is priced at the lower end at £1.49.
However, it remains to be seen whether pricing is an issue for magazine buyers. Glamour stormed into the women's glossy sector when it launched last year, priced £1.50. It recorded a debut ABC of 451,486 for the January to June period, second only to market leader Cosmopolitan.
Glamour's launch sparked a price war, which spurred NatMags' Company to drop its price to £1.50. Conde Nast, meanwhile, will find later this year how loyal Glamour's readers are to the brand, as it has recently announced it will be raising the price of the mini-monthly to £1.80 in April.
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