The Sunday Mirror magazine Personal is to revamp its content to offer a more consumer focus following the appointment of a features editor.
The magazine has not had anyone in the features post for five years and an appointment is believed to be imminent. Editor Katy Bravery has overseen features since joining more than a year ago.
While still focused at 30-something women, often professionals with young families, the magazine will remain 'middle market but not so stuffy' as competitors, Bravery insisted.
Content will be 'more lively, cheerful and upbeat rather than cool and aloof', she promised. A redesign is also a possibility.
The changes will see additions to existing fashion pages, and contain greater emphasis on retail all year round, not just at traditional periods such as Mother's Day or Christmas.
'It will be more product-led, more consumery. We lack a shopping element,' she said.
The magazine will have more 'energy', with more happening on the page, such as extra sidebars, Bravery said. The magazine's 'Must Have' section, which looks at events and products, will be expanded.
New ideas for coverage will to some extent depend on the background of the features editor, Bravery admitted - for example, 'if we get someone incredibly strong on celebrities'.
She denied that the decision to freshen up the magazine was prompted by the movement of the The Mirror's M magazine from Tuesdays to Saturdays (PRWeek, 2 February). M is also aimed at its main paper's female readership.
The magazine produces 56 to 64 pages per week as well as partworks such as the Sunday Mirror Rich List. The appointment will bring the editorial team to seven. A women's motoring supplement will be out next month.
Although no timescale has been set for the changes, the interview process is understood to have reached the final three candidates as PRWeek went to press.