Bought from Associated Magazines late last year by Media24, O'Hara says that the publishing company believes that Femina has “great potential and promise, and we've got a great team to take the title forward.”
Says O'Hara, “The flow and organisation of the magazine has been overhauled and Femina is totally redesigned, including a new logo and tagline, which reads ‘over 40 and over the moon'. Articles are all now weighed for their relevance to females over 40, and only women within this target market appear in the title.”
She says that the attraction for Femina's market is that the title will speak directly to women over 40 about issues that affect them. “The ideal is that the Femina reader will instantly bond with the magazine, because she recognises herself and her concerns are being reflected in a warm and witty way.”
Targeting the 40-plus market, O'Hara says Femina's positioning will be clear and different. “There may be some overlap in the early 40s as some magazines do venture into that territory, but not as an entire product, more as an occasional visit in a particular article.”
Describing the 40-plus woman of today, O'Hara says that she is no longer invisible as she was in the past. “She knows there is time and opportunity for reinvention, reawakening and revitalisation – and that she is in fact entering her most powerful years.”
With previous circulation figures at 40 564 (ABC Jan – March 2007) and readership at 265 000 (AMPS 2006), Mari Lategan, publisher of Media24 Women's Magazines, expresses a confident outlook on Femina's future. O'Hara says that she is thrilled with the bigger format re-launch issue. “It is beautiful, zesty, fun and makes bold statements about who we are as women in our 40s.”
Femina is currently available at leading retailers and magazine distributors with its August 2007 issue at a cover price of R21.95.
