Publisher: H Bauer
The first I heard of Bauer's new launch In the Know was in last week's Media Week and I was intrigued. Its name has similar connotations as Emap's First, implying that it will provide topical news and up to the minute information on consumer trends and issues. However, I can now put to bed any preconceptions that it is going to compete with First.
So what is In the Know? Does it create a new "topical and relevant" sector and is it "for women who want more from a weekly"?
I am not sure. The front cover looks like a 1992 copy of Woman and this colour palate might not provide any standout on the news-stand when in competition with the likes of the luminous Real People and Pick Me Up!
Inside, it seems to be a mixture of real-life features and consumer advice that you would expect to find in Bella or Take a Break - so nothing screamingly new or innovative.
However, Bauer is investing £10m in marketing and, with such support and cover-price incentives, I am sure it will bring in the numbers at launch. But how will it be sustained?
Encouragingly, readers are given the opportunity to call a free number to give feedback, which should help them shape the contents of the magazine. However, considering it's supposedly been in development for 18 months, it still has an awful lot to do.
We always welcome new launches and any initiative to create or reinvigorate market sectors. However, I am really unsure where Bauer is going with this new launch and look forward to discussing it in more detail with the ad team - assuming that they themselves are "In the Know".
- Review by Kim Iwanczyszyn, Associate director, MediaCom.
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