Easy Living relaunches with news-driven agenda

The changes are being promoted through an ad campaign on the London Underground and a major point-of-sale campaign. 'There is a big marketing push around the redesign, because it is the first in seven years,' editor Deborah Joseph told PRWeek.

This new format provides a range of opportunities for PR professionals, from offering interviews with relevant women to getting a product reviewed on the beauty or fashion pages. Product PROs will enjoy the extended eight pages of shopping and three fashion stories, which will cover high-end to high-street pieces.

But Joseph, who has been at Easy Living for three-and-a-half months, says she is also keen to make the women's monthly feel more current and tap into the news agenda. 'Women's weeklies do that really well, but it's harder for a monthly title because of the long lead times,' she says.

More news-driven pieces will be included in the new 'Women' section. For example, interviewing women behind the news, from politicians to company owners, and covering issues that are being discussed in the mainstream media.

Another new section, called 'Myself', appears to be muscling in on Psychologies' territory, with self-help-style features. For example, the new issue includes pieces on how to stop worrying and why more women are saying no to 'have-it-all' syndrome.

Joseph says PROs can particularly offer surveys and statistics, or interviews with high-profile women. 'We are also making more of books, by getting authors to write for us, as well as using books as the base for career and self-help features,' she says.

A new website was also launched this week. Photographs such as interior shots and video footage feature heavily, while the brand also has its own Twitter account and Facebook page. The site will be updated hourly, so PROs can place content there, particularly if it is more news-driven or they have missed the print deadlines.

 

QUICK FACTS

Deadlines: Ideally, PROs should get in ideas two months before

Circulation: 158,038 (ABC, Jan-June 2011).

Average readers: Women, 30-plus

Contact: easylivingeditorial @condenast.co.uk.

This article was first published on PR Week UK