She taps into the news agenda

Two weeks ago, She magazine launched Fairtility, an editorial campaign to raise awareness of the unfairness of the IVF postcode lottery. Kate Magee reports

Hard-hitting: She magazine has launched an awareness campaign against the IVF postcode lottery
Hard-hitting: She magazine has launched an awareness campaign against the IVF postcode lottery

It made national news with a survey, which found two-thirds of women would consider moving house in order to access IVF on the NHS. For PROs, this campaign presents a new hook to get coverage for relevant clients.

'Every one of She's readers has been touched by the issue of infertility, whether personally, through friends or family. We want to be a voice for readers, and call to end the IVF postcode lottery that affects tens of thousands of women across the UK, including members of the She team,' says editor Claire Irvin.

There are opportunities for PR professionals to get involved in coverage of the issue, which will include case studies, interviews with health experts, and features that spark debate. These opportunities will sit alongside the more regular ones - profiles of inspiring women, career development advice and work/life balance stories.

The campaign is the second major initiative Irvin has introduced since she joined last February from Grazia, where she was editor-at-large. Her first was to shake up the editorial agenda.

'She has always been the magazine for women who have to juggle their lives, but that was presented as a burden they had to bear.

'I'm part of the She reader demographic myself, and I invite the right type of stress into my life. So the magazine's agenda became about being busy and loving it. It's a positive, upbeat, useful magazine,' she says.

Her background in weekly magazines has encouraged her to keep a news agenda despite She being a monthly magazine: 'I'm a big believer that if features have clear news hooks it makes them feel more relevant.'

Like other monthlies, the magazine still works on issues three months in advance, but it leaves space for more news-driven features up to six weeks in advance.

Euro RSCG London PR MD Holly Ward says: 'The new editor is making She more relevant to women and their needs today. The infertility feature proves this. It's a huge issue for many women in their thirties and forties.'

She adds that while she has always considered the magazine a viable media target, it has come in and out of fashion. 'I would imagine that titles such as Red, Easy Living and InStyle have eaten into its audience, but it has done well to maintain a share,' she says.

Seventy Seven senior account director Alex Kennedy says the magazine has become increasingly 'fashion forward and glamourous' since the new editor joined.

'Those who have seen it as an "older" magazine will be pleasantly surprised by its jaunty mix of family, fashion, travel and food, as well as career issues and hard-hitting news agenda campaigns,' she says.

QUICK FACTS
All About You (website): 450,000 unique monthly users (Source: NatMags)
Circulation: 144,583 (ABC, July-December 2010)
Readers: Women over 35 years, 75 per cent ABC1 (NRS, January-December
2010)
Contact: firstname.surname@natmags.co.uk
Features: Anna Saunders
Lifestyle: Suzanne Carter
Fashion: Pamela Harris
Beauty: Jess Henley
Celebrity: Rachael Ashley

A MINUTE WITH ... CLAIRE IRVIN, EDITOR, SHE

Who reads She?

The demographic is 35- to 45-year-old females who are busy and loving it. They might be high-flying career women juggling family commitments, or be at home with children and have 1,001 others things to do. Like most women, they are born networkers and they want a magazine that speaks to them directly.

What does the magazine cover?

We have gorgeous affordable luxury as well as discussing career development and how to have a fulfilling guilt-free work/life balance. We do not provide escapism for escapism's sake. We provide glamour, but it is real life.

Advice for PR professionals

It's so important to target the right person. Also, don't send massive great files that crash our computers. Or pitch to sections that no longer exist. My personal hate is when a PRO says: 'I saw this in She two years ago ...' The She of today is very different from two years ago. Also, we don't give out forward planning lists. Email is better than phone.

What about your online presence?

We are part of the 'All About You' site, which includes Country Living and Good Housekeeping. All the She journalists are obviously experts in She, so I like them to get involved in the website. Readers also generate a lot of content.

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