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IPC sets up new ad team for £18m launch of Look title
IPC has created a dedicated senior fashion and beauty ad team for Look, the young women's weekly that launches on 6 February.
With £18m promotional backing, the title is IPC's biggest launch and the publisher aims to sell 250,000 copies a week, after a year on sale. It will largely cover high-street fashion and celebrity style and gossip.
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IPC has moved Lucy Flanagan, beauty ad manager on InStyle, into the same role on Look and is looking to recruit a fashion ad manager. They will report to Samantha Austen, group ad manager of IPC's weeklies.
Evelyn Webster, managing director of IPC Connect, said Look would target ABC1 18 to 30-year-olds, described as enjoying their "decade of indulgence" between leaving home and settling down with a family.
As revealed in Media Week (28 November 2006), Look will be published as a joint venture between IPC and the French publisher Groupe Marie Claire, which also publishes the monthly UK edition of Marie Claire.
Webster said Look would have a positive treatment of celebrities and would include non-sensational real-life features, adding that the cover price of the 116-page magazine would be lower than the £1.80 price of Emap's Grazia.
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