Older women are the new target for next year’s magazine launches

This is a very UK centric posting, sorry.

The publishing world has discovered older women, well ladies between the ages of 30–59 to be more precise.

Condé Nast has revealed details of the launch early next year of Easy Living, which will target “grown-up” women, aged between 30 and 59. Nicholas Coleridge, managing director of Condé Nast, said he expected to achieve an initial circulation of up to 200,000 a month, adding: “We have a crack team of editor and publisher in place, and the launch marketing will be aggressive. It is the right magazine at the right time.” Susie Forbes, deputy editor of Vogue, will edit the title.  Currently, Conde Nast is holding a media planning and buying pitch for the £15m launch of the magazine.


Both IPC and Emap are tipped to launch titles covering the same market.

Good Housekeeping, published by NatMags, is seen, at least by the media, as the prime target for new mags. Now I am not a great reader of Good Housekeeping, and I am sure it satisfies a big demand, but I hope the new titles are going to be a bit more adventurous.

There was a great woman's magazine, published in the 1960-70s, called Nova. It was one of those titles bought by women and read by women and men. I suspect there are some lessons to be learnt from its success.

Dick Stroud: www.20plus30.com