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.