The young women’s sector is on the verge of a shake-up, with a £3m revamp of More! and the launch of Amber, a new handbag-sized glossy from German company Burda Media.
Insiders are hoping the move will reinvigorate the market, which suffered an overall decline of 12.5 per cent and circulation falls for both 19 and More!.
IPC’s 19 reported sales of 110,884, down 6 per cent, and More! 246,261, down a further 15.1 per cent.
Dawn BŽbe, managing director of More! publisher Emap Elan, said the titles had been hit by the launch of Glamour and the surge in celebrity weeklies. Emap has pledged to spend £3m repositioning More! with added pagination and staff. “It will be as gorgeous as Glamour and as fast and newsy as Heat,” BŽbe said.
Emap is also considering the handbag-size format.
By Ruth Addicott
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