German publisher to launch rival to Company and More!

LONDON - German publisher Hubert Burda Media is launching into the UK young women's market with a new monthly title called Amber, which will seek to challenge Company and More!.

The title, which launches on Thursday February 20, will be based on the format of Burda's Young Lisa title, which was launched in Germany last year and already has a circulation of 236,000. Amber, however, will be tailored to the UK market.

It will be published in A5 format -- the same size as Glamour and Emap's teen magazine Bliss.

Burda claims its title will "revitalise a sector of the market, which has considerable under-exploited potential", according to a statement.

However, it may find that competition among magazines for this age group is about to heat up. Only last week, Emap revealed plans to reposition its young women's title More!. The move is part of Emap's strategy to address its women's portfolio after it ended its joint venture with Hachette last year, which saw Red and Elle lost to Hachette.

In last Friday's ABCs, The National Magazine Company's young women's monthly Company posted a year-on-year jump of 23.1% to 537,474, up 3.3% on the previous period.

Amber will have an initial print run of 300,000 when it goes on sale on Thursday at the launch price of £1. Subsequent issues will cost £1.60, compared with Company's cover price of £1.80.

Burda is one of Germany's biggest publishers with more than 200 magazines and newspapers. It employs 6,700 staff and reported net sales for 2002 of £934m.

Among the titles it produces for the German market are AOL Time Warner's In Style, published in the UK by IPC Media, and Elle, published in the UK by Hachette Filipacchi UK.

Advertising for the magazine is being handled by London-based agency Cabbell Publishing's Caroline Connor.

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