There is a gap in the market. Women want a magazine that is very stylish and very useful. Vogue does not set out to be highly practical and Good Housekeeping is not about glamour.
Outline your sections
Fashion, Food & Entertainment, Real Life, Emotional Intelligence, Beauty & Health, Homelife and Tried & Tested. They will reflect our readers, who are just as interested in eating the best food as they are in wearing the best fashion.
Are there product reviews?
Tried & Tested offers a practical shopping guide. We'll review everything from white goods to chandeliers. Women are presented with a lot of choice and Easy Living will simplify things for them.
Upmarket or mass market?
It's important to cover a broad sweep of prices. One wants to look at luxurious, aspirational products while including affordable alternatives.
Asda's George can appear alongside Yves Saint Lauren. It's patronising to say people don't want choice - we'll be hedging the middle ground.
When do you want to hear from PROs?
We need early warning because we have long lead times. Ideally we should hear ideas at least three months in advance. However, Easy Living is not necessarily about the latest products as much as the best and most beautiful.
What brands do you want in the mag?
Vogue is still the natural home of high-end fashion labels. Where we should pull in exclusive content will be the middle-market brands.
Any practical advice for mothers?
When our readers pick up the magazine in the evening with a glass of wine, they want to spend some time away from the kids. Children will be part of the bigger picture for many readers, but Easy Living is designed to be a treat.
Circulation: 600,000 (initial print run)
Deadline: Four weeks
Contact: 020 7499 9080