New Statesman gears up for relaunch

by Media Week, Media Week 23-May-06

The New Statesman is to insert 1.3 million flyers into national press inviting readers to phone for a free copy when it relaunches next month.

Tim Moore, head of marketing at the New Statesman, said the magazine
planned to challenge advertisers' perceptions of its "worthy" readers by
reflecting a wealthy readership that has grown up with New Labour,

rather than what he described as "the moaning sandal-wearing stereotype

of old".

He added: "We've slipped off people's radars and that included people
who were advertising in The Spectator."

The left-wing news weekly has brought in Simon Esterson, who oversaw The
Guardian's relaunch in the 1980s, to undertake a complete redesign
including a new logo, a different style of front cover and a larger
format.

It has signed new columnists and will carry more editorial on culture,
human rights and the environment in new sections.

It will also run ads in national press and selected magazines.