EXCLUSIVE: Pacific Magazines' women's title Marie Claire is launching a new section called 'Marie Claire At Work' in February, in an effort to extend its brand to a larger audience and gain more advertising revenue.
Marie Claire publisher and editor Jackie Frank told AdNews the young female professional segment is becoming increasingly prevalent to its readership.
“Marie Claire At Work is aimed at the young modern working woman, helping her to navigate her way through life,” she said. “ It's for the woman who wants to get ahead but has a life and it has a strong focus on managing money.
“We felt the time was right to create this section. If you look at the stats there are more women than men that have graduated with a university degree and more often, women are continually carrying the financial burden for the household. This is a big consumer shift and Marie Claire is a good authority with credibility for women in this area. We hope this section will be used as a guide to address this large portion of the population.”
Pacific Magazines declined to reveal which advertisers it had signed up for the new section.
Marie Claire’s circulation was 102,558 copies in June 2011, according to the Audit Bureau of Circulations. The monthly publication’s circulation has declined year-on-year over the past three years, by 2.3% from 2008 to 2009, 4.8% from 2009 to 2010 and 7.5% from 2010 to June this year.
OMD’s head of print Simon Davies said this new section is a reflection of Marie Claire's ability to go beyond its core fashion content and expand into other areas.
“This section is an extension of the magazine's ability to touch and help all areas of its reader's lives,” Davies said.
“The success of all magazines is based on their ability to be relevant for their readers. Titles that continue to perform strongly constantly evolve and change and this extension is a good example.”
Davies said the new section would open additional opportunities for advertisers.
“We are seeing a number of banks in particular becoming more active in targeting female audiences and if the editorial of this section focuses on the money side of careers and planning, this will open additional advertising opportunities.”
Davies believes Marie Claire will take a broader brush stroke on the topic of careers, focusing on areas and issues including career moves and money planning.
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