After extensive research, Bauer found that many women do not engage with celebrity and desire a more intellectually stimulating read. It feels like a strong insight.
Bauer has approached 'topical and relevant' from a different angle. A decision not to lead with celebrity is a bold one, but this could distinguish it from others in the market. Positioning will also be vital - sitting alongside the traditional sector, its closest relative, In the Know should be well placed to take advantage of readers actively seeking out fresh stimulation.
It certainly feels like a meaty read. I enjoyed its approach to world issues, which were easy to relate to and informative. And the significant number of pages dedicated to health felt both topical and right. The title does lack some of the gloss of its contemporaries but it is a good read.
Without a circulation target or promise, at least we can't be disappointed. Let's just hope the TV creative does the title justice, pulling lapsed or new women's weekly readers to the newsstand.
- Publisher: H Bauer.
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