Dennis Publishing is to launch its first glossy women’s title in
February 2000, and has recruited Rachel Shattock, who edits NatMags’ M,
The new magazine, which has been code named Project Denise, will be
focused on home shopping, featuring products available either by phone,
catalogue or on-line.
’The magazine will combine everything that women expect from the
existing glossies, with the added ’see-it, want-it, buy-it’ promise of
being able to buy direct,’ said Shattock. ’There’s the traditional
catalogue side, plus the net, which is growing at a huge rate of knots.’
She added: ’It’s about making life better and easier.’
With a style and lifestyle focus the magazine will include fashion,
beauty, homes, health travel and food.
’We are keen to hear from PROs who represent clients with a direct
offering - from books to CDs, fashion to furniture,’ Shattock said.
Before editing M, Shattock was editor of Having A Baby and deputy editor
of She and Cosmopolitan.
The new title will be a 290-page, perfect-bound glossy, priced at pounds
2 and with an initial print run of 200,000. First launching as a
bi-monthly, it is expected to increase its frequency to monthly over the
next 12 months.
Publisher Susan O’Hare said the home shopping market is expected to be
worth pounds 13 billion by 2002. ’We aim to tap into this largely
untargeted, new ’direct generation’ which is set to grow 70 per cent in
the next two years.’
A web site will be launched simultaneously with the magazine, and will
act as a portal site for women.