The relaunch is to help stem its declining circulation and shore up the position of its women's division following the loss of Red and Elle to Hachette Filipacchi.
The website aims to fill the underserved 16- to 24-year-old women's market, rather than the well-catered-for 12- to 16-year-olds and women over 25.
According to Emap Elan development director Carmel Hayes: "The site is offering humour, glamour and attitude, along-side the unique interactive tools and services that only the web can provide."
The website launch is being supported by an online marketing campaign across external fashion and lifestyle websites, registration on the top 10 search engines, a viral campaign to bought and internal customer lists and online promotion across Emap's existing sites such as Smash Hits, Empire. Cross promotion across Emap's other magazines will also be involved.
The site is being sponsored by Johnson & Johnson's contact lens brand Acuvue.
The decision to reposition More! is understood to be part of the recognition that launches such as Heat -- which appeals to women aged between 15- and 24 years old -- have changed the industry marketplace. Conde Nast's handbag-sized Glamour has also had an impact on the younger end of the market.
More!, launched in 1988, was traditionally aimed at young women aged between 16 and 21, and became infamous for its racy and risque content such as position of the fortnight. Its new image will see it aimed at a slightly older 18- to 23-year-old market and it is being positioned as a fast glossy for young women.
In the last set of ABCs, More! posted a circulation of 262,532. However, it is expected to post a figure closer to 250,000 when the new figures for the July-December 2002 period are published on Friday.
The industry has been waiting to see what Emap would do about its women's division since its joint venture with Hachette Filipacchi split last year. Hachette became an overnight force in the consumer publishing market with its £40m acquisition of Attic Futura and taking control of Red and Elle, following its split with Emap.
The ending of the partnership left Emap with New Woman, which Emap is also set to invest in. The magazine is about to be backed by an advertising push as Emap hunts for an agency.
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