Beatwax lands PR for More! and J17

Emap Elan has appointed youth communications specialist Beatwax to handle PR for two of its young women’s titles: More! and J17.

Emap Elan has appointed youth communications specialist Beatwax to

handle PR for two of its young women’s titles: More! and J17.



The account was won following a competitive pitch against three other

agencies. The team from Beatwax will work closely with the editors of

both magazines - Sophie Wilson from J17 and Marina Gask from More! - and

report to Liz Martin, marketing manager.



Beatwax worked on a project basis for More! last year, and will carry

out PR and sales promotion. The brief for J17 is issue-by-issue media

management. Martin told PR Week the decision to appoint was because the

two magazines were the leading youth brands for Emap Elan and ’we want

to keep them at the top of people’s minds’.



More!’s last ABC figure was 300,194, a slight increase on the previous

year. Its readership is women aged 18 to 25. However J17 showed a drop

in circulation from 242,516 in 1998 to 230,190 in 1999 - a five per cent

decrease. It is read by girls aged 13 to 16.



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