MEDIA: Inside Soap goes weekly

Inside Soap is to undergo a revamp next month, as the fortnightly title goes to weekly and introduces features on style, fashion, beauty, film and music for the first time.

Editor of the 247,600-circulation magazine Steven Murphy told PRWeek there would be a 'more appealing environment' for many PROs in the relaunched title from 2 September. 'We are expanding editorial, adding more lifestyle and entertainment coverage, as well as relationship stuff,' he said.

But he insisted the new content would not be at the expense of the existing readership's core interests: 'We can use the new features to draw people in, but this is about adding things, not taking them away.

'There will definitely be more style, fashion and beauty, which are areas we have not covered before. There are extra elements for PR people, but it will all have a "soapy" twist,' Murphy added.

TV coverage will expand from traditional soaps to take in other popular series, such as The Bill, Bad Girls, Casualty and Holby City. The title will also have a redesign.

Murphy insisted he is confident the magazine's audience will not be diluted in the change. 'Any editor would be lying if they said they didn't worry, but we have a loyal readership base,' he said.

'Going weekly was very seriously considered more than three years ago, when I first took over. It will allow us to be much newsier and reactive,' he added.

The purchase of its publisher Attic Futura by Hachette Filipacchi last year provided the impetus for the decision.

Launched as a monthly magazine 11 years ago, Inside Soap first increased its frequency to fortnightly in March 1996.

And it is not the only Hachette title to get a makeover at the moment: last month, teen magazine ELLEGirl went from quarterly publication to every other month, while the publisher said that plans are afoot for changes to several more of its products, including Red, Sugar and B.

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