Bella widens celebrity focus to arrest decline

LONDON - Women's weekly Bella is to expand its coverage of celebrities to widen its appeal to its target demographic of women in their mid-30s.

The move is the first significant step by new editor Julia Davis to halt the magazine's plummeting circulation, which fell by nearly 30% year on year to 221,661, according to the latest ABC figures.

The H Bauer-owned title will no longer solely focus on A-list Hollywood celebrities, but will now feature what it termed "aspirational stars", such as Jordan and Kerry Katona.

The magazine underwent a major redesign in March last year, with a greater emphasis on celebrity content, to reposition itself for younger readers.

However, the latest ABC figures suggest the overhaul was greeted with a lukewarm reception by readers.

Bauer claims that its latest move will mean Bella has wider appeal within its target readership, adding that it has no plans to attract older readers.

Davis, who was previously the deputy editor of OK! magazine, was appointed in January of this year and replaced Jayne Marsden, who left the company.

John Reynolds
MediaWeek
5th March