MEDIA: New Handbag.com editor

Women's portal Handbag.com has hired Debbie Djordjevic as its new editor.

She joins with a mandate to broaden the appeal of the site, introduce new content and ultimately challenge print competition.

Djordjevic, who previously edited Wedding and Home and Homes & Ideas, takes over from Sheila Sang who left last August to work on a web initiative for Barclays Bank.

She said: 'Handbag.com is a recognised brand with 40 per cent awareness with ABC1 and C2s women between 25-45. They have realised they are in a position to take on print magazines. We have the same sort of users as Cosmopolitan and Glamour.'

Djordjevic said she would also be working on making the 'tone of voice' consistent and appeal to older as well as younger women.

'I am there to make sure they remember we have 40-year-olds as well as younger users. We want to be more like Red magazine and less like Company, so it is about broadening the appeal,' she said.

Among the more specific changes she will be making will be enhanced homes and property coverage: 'The homes and property channel needs to be given a bit of a kick. That side of the market is buoyant, but we do not give it enough coverage. I will make it more fashionable and treat it as seriously as we treat something like beauty.'

Djordjevic, who will have 13 staff, will also be introducing a channel dedicated to celebrity gossip.

'People have moved away from the removed tone of Hello! and OK! and are buying things like Heat and Now that are more relevant and more UK-centric - we want to ride on the back of that. We can deliver the up-to-the-minute gossip before the magazines - that is our strength,' she said.

The portal is owned jointly by Boots and Hollinger, which owns The Daily Telegraph.

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