MEDIA: Lifestyle title Vivid shies from gossip in its bid for ABC1s

Simon Ellery, PR Week UK, Friday, 23 May 2003, 12:00am,

Associated Newspapers has launched women's glossy Vivid in a bid to capture an upmarket readership.

On the news-stands this month, the first issue of the women's lifestyle and fashion title has a target audience of ABC1 women, and includes advertising from the likes of Christian Dior and De Beers.

Vivid publisher Henry Weston admitted the magazine was going into a crowded market, but said it was not aimed at the 'improve your sex life' audience.

He invited PROs to send in feature ideas, adding that the magazine shied away from gossip and scandal and staff would, in some cases, give PROs the chance to see copy before it is published.

The editor is former Trinity Mirror marketing executive Anna Wespermann.