ACP launches $2m Women's Fitness campaign amid Bauer takeover

By By Amy Kellow | 6 September 2012

Following the sale of ACP to German publisher Bauer, the company has launched a $2 million-plus marketing campaign for its newest magazine, Women's Fitness.

The new health and lifestyle title will officially launch Monday 10 September, supported by a campaign spanning beyond $2 million.

Created by Iris, it will feature television, out-of-home, online, social media, experiential and radio executions. Selected stores, gyms and ACP titles will also promote the magazine, with a mobile-optimised website set to go live 24 September.

The launch of the magazine follows yesterday's official confirmation Nine Entertainment Co. had sold ACP to German publisher Bauer for a reported $500 million.

The industry had been rife with speculation of the sale for the month prior, with many believing it would be bought for $600 million. 

Women's Fitness is aimed at women 25 and over and offers tips on diet, exercise, fashion and beauty. It adds to similar ACP titles including Good Health and Cosmpolitan Health.

ACP publishing director Gerry Reynolds said: “Extensive research tells us Australian women aged 25-40 are more interested in exercise and staying fit than ever before. Their health and wellbeing is absolutely front of mind – and we know they turn to magazines as a trusted source of information and inspiration. They are very interested in self-improvement, but they are time-poor and keen to remain sociable.

“Now is the ideal time to be launching Women’s Fitness: the ultimate get-fit guide for busy women who want to look and feel their best.”

Women's Fitness editor Rachel Sharp added: “Women’s Fitness is all about putting the FUN back into being healthy, full of easy-to-adopt exercise, nutrition and lifestyle ideas. ‘Fitness that fits your life’ is the perfect way to describe our philosophy, and that’s exactly what our launch issue – and every issue after that – will deliver.

“Forget fads and being a slave to the gym: we want young women to feel great about themselves, their bodies and their health without having to sacrifice the things they love, their friends or their social lives.”

View the television spot here.

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