Haymarket’s women’s monthly Eve will unveil a new look this Friday, led by new editor Nic McCarthy.
Former OK! editor McCarthy took over running the title in January this year, and has given the magazine a stronger fashion focus, a new logo and new, taller format.
McCarthy told Press Gazette that when she joined she wanted to see the magazine better reflect its ‘smart and fashionable’reader.
She said: ‘I didn’t feel that the look of the magazine really matched up with her. We’ve given it the design values of a fashion magazine, and I think it’s the first time that such high design values have even been brought to this lifestyle sector for 30-something women.
“It’s much more glamorous, glossy and gorgeous. I think it fits much better with this amazing reader that we have.”
The first issue of the new-look Eve, which Haymarket bought from BBC Magazines in January 2005 – has an interview and photoshoot with Sex and the City star Sarah Jessica Parker.
McCarthy said she planned to get more interesting women in the magazine. She said: ‘Our readers are smart and fashionable; anyone we have in the magazine has to reflect that.
“They’re very discerning when it comes to celebrity; their worst nightmare would be Paris Hilton or Britney Spears. We want loads more high profile women from showbiz, fashion, homes, beauty… from all walks of life.”
Eve publishing director Jo Morrell, said: ‘We’ve capitalised on Eve’s success as a magazine renowned for editorial excellence, and taken it to the next level with Nic’s vision for a stunning new look and cutting-edge content. I’m delighted with the results.”
The magazine had an average monthly circulation of 168,270 for the second half of 2007, down 2.4 per cent year on year.
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