A new bi-monthly glossy aimed at women who have been divorced or who have split from partners after long relationships, will hit the newsstands on October 27. With a print run of 100,000 and cover price of pounds 2.95, New Era hopes to find an initial readership of 40-50,000, according to editor Lesley Neil.
It will carry a celebrity cover, interviews and gossip. There will also be advice on such topics as law, finance and child psychology, overseen by an expert panel. 'This sort of information is not really available, short of going through the Yellow Pages,' Neil said. 'I think people would welcome the chance to have easily digestible advice.'
The first issue features a guide to surviving Christmas on your own, tips on revamping your image and home post-split, and a piece on men who have been dumped.
New Era's coverline is: 'There is life after marriage' and Neil believes that the social stigma attached to divorce has receded. 'It is different these days.' She has been working on the concept, which was her idea, for 18 months. 'Initially, it was a divorce magazine aimed at both sexes,' Neil said, although the target switched to females because 'it is quite hard to write for men and women'.
Published by New Era Publishing, the magazine's genesis is a reflection of the times - the UK's divorce rate is the highest in Europe, with 180,000 couples cutting the knot last year.