MEDIA: Nat Mags backs stand-alones

The National Magazine Company has signalled its intention to develop more stand-alone titles on the back of its key magazines with the creation of the new position of editor of special magazines.

The National Magazine Company has signalled its intention to develop

more stand-alone titles on the back of its key magazines with the

creation of the new position of editor of special magazines.



She deputy editor Rachel Shattock, who was also editor of Nat Mags’ the

She Guide to Having a Baby, takes up the new position this week.

Shattock will take full editorial control of the She Guide to Having a

Baby and Good Housekeeping’s Wedding Magazine along with further stand-

alone publications planned for 1996.



‘The success of [our] vertical publishing projects exceeded our own high

expectations and it has been apparent for some time that more investment

was needed in this area,’ said Nat Mags managing director Terry

Mansfield.



Nat Mags would not specify how many titles it is likely to produce over

the coming year.



As well as Wedding and the She Guide to Having a Baby, Nat Mags also

launched Zest, now a monthly title, as a quarterly on the back of

Cosmopolitan. The Tesco magazine, produced as a one-off for the chain,

will not fall within Shattock’s remit.



Shattock’s is just the latest job switch in an internal reshuffle of

senior editorial staff aimed at filling a number of top slots throughout

the company’s titles (PR Week, 1 December).



Alison Pylkkanen, deputy editor of flagship title Good Housekeeping,

will replace Linda Kelsey as editor of She, following Kelsey’s

resignation last week due to ill health.



Pylkkanen edited Good Housekeeping’s first stand-alone publication

Wedding Magazine in September.



In turn, she is being replaced as deputy editor on Good Housekeeping by

Company magazine deputy editor Tara Barker.



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