MEDIA: Women’s title is first for Dennis

Dennis Publishing is to launch its first glossy women’s title in February 2000, and has recruited Rachel Shattock, who edits NatMags’ M, as editor.

Dennis Publishing is to launch its first glossy women’s title in

February 2000, and has recruited Rachel Shattock, who edits NatMags’ M,

as editor.



The new magazine, which has been code named Project Denise, will be

focused on home shopping, featuring products available either by phone,

catalogue or on-line.



’The magazine will combine everything that women expect from the

existing glossies, with the added ’see-it, want-it, buy-it’ promise of

being able to buy direct,’ said Shattock. ’There’s the traditional

catalogue side, plus the net, which is growing at a huge rate of knots.’

She added: ’It’s about making life better and easier.’



With a style and lifestyle focus the magazine will include fashion,

beauty, homes, health travel and food.



’We are keen to hear from PROs who represent clients with a direct

offering - from books to CDs, fashion to furniture,’ Shattock said.



Before editing M, Shattock was editor of Having A Baby and deputy editor

of She and Cosmopolitan.



The new title will be a 290-page, perfect-bound glossy, priced at pounds

2 and with an initial print run of 200,000. First launching as a

bi-monthly, it is expected to increase its frequency to monthly over the

next 12 months.



Publisher Susan O’Hare said the home shopping market is expected to be

worth pounds 13 billion by 2002. ’We aim to tap into this largely

untargeted, new ’direct generation’ which is set to grow 70 per cent in

the next two years.’



A web site will be launched simultaneously with the magazine, and will

act as a portal site for women.



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