Emap's More boosts frequency to chase readers

LONDON - Emap is to increase the frequency of More, its flagship title for young women, from fortnightly to weekly, confirming the growing importance of immediacy in the women's magazine market.

The change follows speculation that Emap had been planning to launch a new young women's weekly brand. The decision not to do so reflects a shift in strategy at the publisher, which is now set to concentrate on building existing brands.

More will switch to a weekly frequency from September as it takes on rivals such as IPC's nascent Look magazine. The change comes as the traditional women's monthly market stagnates, to the benefit of weekly titles such as fellow Emap magazine Grazia, which are posting solid gains.
It is expected that More, which had a circulation of 271,629 in the most recent Audit Bureau of Circulations report, for June to December 2006, will return stable figures in next month's ABCs.
The title, which has an average readership age of 24, according to the National Readership Survey, will become Emap's fifth women's weekly, alongside Closer, Heat, First and Grazia.

by Nicola Clark Marketing