German-based publisher H Bauer plans to slug it out in Britain’s women’s glossy magazine market next spring with US publishing giants Condé Nast and Time Inc.

Bauer, whose UK stable includes Bella, Take a Break and TV Quick is to launch a new monthly title, code-named ‘Project Helena’, early in 2001 – coincident with the two US publishers who will respectively debut Glamour and In Style.

However, the Bauer title is not a head-on competitor to the rival duo, targeting a more mature readership in the 25-40 age group: “Home owners and most likely Daily Mail readers," according to publishing director Louise Newton. “They want a women's glossy magazine that reflects their verve for life, captures the zeitgeist, recognises their concerns and talks to them in their own language," she says.

The target reader profile suggests that ‘Project Helena’ will be fighting for the same slice of cake as National Magazine Company's Red and BBC Worldwide's recently launched Eve.

News Source: CampaignLive (UK)