Emap to Get Closer to British Women

13 September 2002

British magazine giant Emap is hoping to build on the runaway success of celebrity gossip title Heat with a new women’s weekly magazine.

Branded Closer, the publication will be Emap’s biggest UK roll-out for three years, with a launch budget of £10 million ($15.6m; €15.9m). The media group plans an initial print run of 500,000, with a long-term sales goal of 300,000.

Closer will target an older market than the twentysomething-focused Heat, Emap’s first success in the crowded women’s weekly market. The new magazine plans to take on established titles such as Chat, Now and Woman’s Own (all owned by IPC Media), as well as H Bauer’s Take a Break and That’s Life.

Priced £1, Closer hits newsstands later this month. Advertising, handled by BMP DDB (creative) and OMD UK (media), is expected to break next week.

Data sourced from: multiple sources; additional content by WARC staff