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The drive comes against a backdrop of a 5% overall decline in women's weekly magazines (ABC six months to December 2001).

IPC Connect has changed Woman's Own's logo to red and white and upgraded the magazine's paper stock.

There will be a new consumer section and the magazine's fashion pages have been reworked to make them more relevant to readers.

The redesign has been on the cards since the arrival earlier this year of editor Elsa McAlanon, from the now defunct Woman's Journal.

The combined television and print advertising campaign, through Roose & Partners, aims to encourage the dual purchase of Woman and Woman's Own.

IPC says its research shows the two brands are "uniquely entwined in consumers' minds".

The advertising creative concentrates on the many different roles women play in their daily lives with the end line 'Woman and Woman's Own - for all the lives you lead'.

"Our new campaign marks a step change in the marketing focus behind these two magazines,

said Sam Phillips, IPC Connect's marketing director.

December's ABC report revealed a 3.7% fall in Woman's Own's net average circulation to 518,495 and a 2.1% fall in Woman's circulation to 646, 643.

The decline of the two IPC-owned magazines is in stark contrast to the fortunes of rival Emap's relatively new celebrity weekly Heat, which recorded a 50.9% rise in circulation to 355,304 in December's ABC figures.