Company Introduces New Dedicated Shopping Supplement
NatMags’ flagship women’s glossy, Company, is to feature a special supplement dedicated to high street shopping, entitled Shop!, which may become a standalone title in its own right.
The new handbag sized supplement will be included in this month’s edition of Company magazine and will contain 100 pages of advertising and editorial. A second edition of the title is to follow in Spring 2004 and Natmags is currently undertaking research which may result in the magazine becoming a stand alone brand.
Natmags claims the supplement is a first because “the usual stalwarts of women’s magazines have been stripped away to ensure complete dedication to showcasing the hottest new trends in fashion and beauty with no distractions.”
Commenting on the new launch, Sam Baker, editor of Company, said: “Shopping is such a major part of our readers’ lives and we really felt it was time to offer them something totally unique. There is most definitely a gap in the marketplace, no one else is doing it and we know the readers will be as excited about this magazine as we are.”
Publisher, Justine Southall, added: “With 100 pages, 88 of which are editorial, the advertising to editorial ratio is enormous. We have consciously up-paged the editorial content, a strategy designed to fully test the editorial permutations available, whilst providing the most comprehensive guide to the high street.”
Earlier this year it was revealed that Company is to be given a new look and a new size in an attempt to strengthen its position in the increasingly crowded women’s monthly magazine market (see Company Magazine Unveils New Look).
The latest ABC results for the six months ending December 2002 brought good news to Company magazine (see ABC Jul-Dec 2002: Glamour Storms Ahead Of Competition), which saw its circulation increase to its highest level in over a decade. The title’s circulation improved by 26.5% year on year to 330,373, up from 261,117 in the same period in 2001.
However, the title still trails someway behind the sector leader, Condé Nast’s Glamour, which recorded a 23.1% year on year increase in circulation in the period ending December 2002, taking it to 537,474.
National Magazine Company: 0207 439 5000 www.natmags.co.uk
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