First Issue Review: Closer

Still flushed from the success of Heat magazine, Emap has invested £10 million in the launch of new celebrity women’s weekly title, Closer (see

Emap Promotes Closer With Give-Away

The special free preview issue leads with a feature of Catherine Zeta-Jones and how “she always puts her husband Michael first.” Then in her welcome letter, editor Jane Johnson laments: “Why can’t the rich, talented, beautiful Gwyneth Paltrow find a man? Come on Gwyn-the British male isn’t that bad.” This is followed with a feature about Eastenders‘ star, Martin Kemp, which focuses on the tried and tested “my wife is my best friend” theme.

Such sentiments would not be found in the more ‘bitchy’ Heat magazine, which clearly caters to the more media-savvy girl about town. Closer has a much more overtly feminine outlook, which can at times be rather hard to stomach. However, this positioning is perhaps a shrewd business move from Emap, which has no desire to usurp it’s own celebrity title Heat and could be positioning itself against IPC’s Now magazine. The latest ABC Figures for January to June 2002 show Now‘s circulation increasing by 10% year on year to 570,279.

There is little advertising in the preview issue of Closer, with ads from Maybelline, Garnier and Barclays Bank. However, a slightly dull weekly column from former Elle editor, Fiona McIntosh, sits alongside the fashion, fitness and food segments, which are very similar to those featured in Now magazine.

Closer is Emap’s first launch since Hachette ended its joint ventures with the company, taking with it the Elle titles (see Red’s Future Uncertain After Emap And Hachette Split). The fashion heavy-weight Elle brand was arguably Emap’s most up-market and well respected magazine, and it could be said that its portfolio of women’s titles appears depleted and downmarket without it. However, Emap insiders have suggested the launch of Closer is the first of a series of new projects, including an online presence for More magazine.

Whether Emap has the stomach to launch a more specialised fashion title to take on Elle remains to be seen. After all IPC tried and failed with the re-launch of cult classic Nova. Closer makes strategic sense and may well succeed, but it doesn’t appear to offer anything new to the women’s magazine market.