Bauer has unveiled its first launch in the women's weekly market in
11 years, a newsy but traditional looking title that the publisher has
claimed opens up a new sector in the market.
In the Know is,
going by its sample issue, a mix of hard news features on topics like
Lebanon and Hurricane Katrina to health advice on surgery holidays,
consumer guidance on finding the perfect pair of jeans, travel and
entertainment wrapped up in the look of a classic weekly.
by ex-Loaded and Chat editor Keith Kendrick, In the Know's initial
print run of 900,000 will be supported by a £10 million marketing
investment and the magazine will cost £1, according to Bauer.
have insisted it is not a response to First, Emap's newsy title for
thirtysomething mums. The publisher said In the Know was in development
for the last 18 months, that First was a totally different proposition
and this was "an attempt to develop the weekly market on beyond the
staple of celebrity and real life".
"In the Know is an entirely
new breed of magazine for today's modern woman," said David Goodchild,
Managing Director of H. Bauer. "It creates its own market and is
testament to H. Bauer's track record on editorial innovation, in
evidence to UK women since the launch of Bella in 1987.
concept will be a breath of fresh air to readers, retailers and
advertisers alike in a sector that has been cannibalised due to a lack
of innovation from recent launches."
Bauer also publishes real life market leader Take a Break, Bella and That's Life.