The new-look title, which hits news-stands this Thursday, will feature additional content and improved design, and will retain its emphasis on real-life stories.
The rejig is the result of three months of research and development. From this week, the magazine’s content will place a greater emphasis on pictures. For example, on the magazine’s opening spread, IPC has trebled the use of images. The design has also been improved to give the title a cleaner look.
IPC has added new content. It includes Work That Look, a fun look at fashion and accessories; Big Crime Update, a section that re-examines recent crimes to see what became of the perpetrators and victims; and Cor! What a Bargain, pointing out to readers the best buys for products ranging from shoes and handbags to pizzas.
Existing sections such as Ooooooh Spooky, Ruth The Truth and Private Dick have also been expanded.
IPC is backing the title with a long-term point-of-sale campaign to increase its visibility at retailers. The debut issue of the new-look Chat will be priced at 50p. Subsequent issues will revert to the 78p price tag. The magazine is the second biggest seller in the women’s weekly sector, after H Bauer's Take A Break.
In the latest ABC figures, the IPC title sold 511,510 copies a week for January to June 2007, down 4.8% period on period and 7.7% year on year. Take A Break’s circulation was 1,018,423, down 5.9% year on year.
Despite its fall in sales, Chat publisher Simon Denny said: “The level of regular purchase is going up. We slightly outperformed the sector and held on to our overall share. It’s always important to grow revenue and sales.
"We are very happy with Chat’s performance in the market. We are increasing our lead on That’s Life."
H Bauer’s That’s Life is the third-ranking women's weekly.
IPC has also recently added another eight pages of editorial to the magazine. Chat is edited by Gilly Sinclair and its publishing director is Sandy Gale.
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