emap elan plans for new women's mags

emap elan is developing magazines in the female interest sector for possible launch late in 2001.

emap elan is developing magazines in the female interest sector for possible launch late in 2001.

Although the group is tightlipped about the new projects, it has recruited More! editor Marina Gask to its development team. She has been promoted to the newly-created position of editor-in-chief of the 300,000-circulation fortnightly to give her time for the development role. Her deputy, Helen Bazuaye, is acting editor while a permanent replacement is sought.

Group publishing director Marie O'Riordan said: 'In youth publishing you always have to launch because novelty is the currency. There is always something on the go.'

Although the development team has been looking at digital projects recently, Gask will be working on 'traditional magazine' ideas. She takes up the new post after 9 February.

O'Riordan said she was open-minded about the new editor of More!, which is aimed at 16 to 24-year-old women. 'Someone from outside will bring a new approach and may have fresh criticism of the title. It is very high profile within emap, a big profit earner.'

In another internal move, Maria Coole has joined emap elan's 273,000- circulation New Woman as deputy editor, leaving stablemate Bliss after four years. She will oversee features on the monthly glossy, which is aimed at 25 to 30-year-old women, while a replacement is sought for the previous incumbent, who has gone freelance.

Former deputy Sarah Cramer was promoted to editor after Jo Elvin was poached to develop Conde Nast's Glamour magazine, due to launch in March.

Coole criticised New Woman's rivals for adopting a po-faced approach to their readers. 'It's always raining in Marie Claire's world and Cosmopolitan is so formulaic now, it panders to the neurosis of the young twentysomething. We don't patronise readers,' she said.

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