The Sunday Times' Style magazine is set to be significantly overhauled next weekend (10 March), with a renewed focus on fashion and beauty, in a bid to more directly compete for advertising against women's monthly and weekly magazines such as Cosmopolitan, Elle and Grazia.
With 1.6 million weekly readers, Style, which is bundled with The Sunday Times newspaper, makes a claim to be the UK's best-selling premium fashion and beauty magazine, and adds, bullishly, that it is "one of the few that can boast proper journalistic rigour".
The title, which famously housed a column from socialite Tara Palmer-Tomkinson during her wilder years, will strip out its non-core content including food and general lifestyle, much of which will be moved to paper's other supplement, The Sunday Times Magazine. Style will also be undergoing a comprehensive redesign in an attempt to create a more targeted range of ad opportunities for beauty and fashion brands.
Dylan Wyn-Pugh, head of strategy for The Times and Sunday Times, called the relaunch "one of the most important" for Style in its 10-year history as a standalone section. He said: "By refocusing the magazine on fashion and beauty we can ensure that we're giving our core readers what they want, whilst also offering advertisers a clearer opportunity."
He stressed that Style is "unique as an advertising property", reaching a significant sector of the audience who do not consume other fashion and beauty titles, and offering an "unprecedented speed-to-market", reaching 100% of its audience within a week.
The relaunched Style will be promoted through a year-long brand campaign, created by Grey, which starts with outdoor and press activity, planned by M/Six and bought by Kinetic, this Sunday (3 March).Follow @DurraniMix
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