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 From Posh to Primark (quite nice article)

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Shiraz
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Shiraz


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From Posh to Primark (quite nice article) Empty
PostSubject: From Posh to Primark (quite nice article)   From Posh to Primark (quite nice article) EmptyMon Feb 12, 2007 7:21 pm

From Posh to Primark

IPC's new weekly celebrity and fashion title has been dubbed a copy of Grazia, but its creators say it is aimed at younger women who prefer high street shopping to labels.

Whatever it is, Victoria Beckham has still got it. For all the snide jokes about hubby's move to LA and her stalking Katie Holmes, she still sells copies of women's magazine by the truckload. Last week, for instance, she graced the cover of Grazia, Hello! OK! and New. Justifying her second appearance on the cover of underground fashion magazine Pop last year, editor Katie Grand dubbed her "the most important woman in Britain".

Right now, she is extremely important for IPC. Her photo is the lead image - the "pick me up and sample me, you might like me" image - on the company's latest launch.
Look is a weekly celebrity and fashion title which, to date, has cost IPC £18m, with a further £9m in marketing ready to roll. Whatever it is, there is enough money to build a brand new football stadium riding on it.

At first sight, this seems a risky proposition. The UK has 30 women's weekly magazines. Look's launch cover stars - Victoria Beckham, Kate Moss, Lindsay Lohan, Brad Pitt and Angelina Jolie - are in most of those 30 on a weekly basis. By any measure this looks like an intensely competitive marketplace. Despite that, Evelyn Webster, managing director of Look's publishing group IPC Connect, confidently predicts the magazine will be selling 250,000 copies within 12 months.


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The second part of the article is about Grazia and the new mag' "Look" and other magazines:

"Over the last five years, the appetite for celebrity magazines has increased exponentially," she explains. "We launched Look because we started researching women in their twenties to see what sort of media proposition they would buy - we had no preconceptions and no ideas to pitch at them. What we found was a generation who see celebrities as their friends, who talk about them in first name terms, who see becoming famous as a career option and who take most of their style tips from what celebrities wear."

The magazine is targeting these women with a mixture of celebrity gossip, soft news, red carpet pics of Hollywood stars in posh frocks, dating news and real life stories. The launch issue includes a woman who survived the M25 coach crash and a rape victim in Pakistan. In agenda and flatplan, this looks suspiciously similar to Emap's weekly glossy fashion and celebrity title Grazia. It is a charge IPC is keen to deny.




(The article is from January 29th, 2007)
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