34-year-old Female gets a facelift

Singapore - Singapore Press Holding's (SPH) Female magazine will get a revamp from March - refreshing its editorial approach and visual packaging - it hopes to provide a more relevant environment and advertising platform for marketers.

In March and April, it will be sending out edms, and hold an outdoor campaign with bus-stop and banner ads - with a possibility of hitting print ads too. This, it hopes, will help to boost pick-up rates and hence, increase exposure for its advertisers' products and services.

Target advertisers are those that want to reach out to ready-to-spend individuals, interested in fashion and beauty news. The revamp hopes to attract advertisers looking to reach out to the PMEBs with high disposable income and spending power as it aims to provide them with the right consumer association and environment.

Female claims its editorial columns will be trend-centric and engaging while its features and short format snippets aim to provide fresh perspectives. Its new look and packaging will be revamped too, and the change will see its styling and photography of visuals take on an international feel while its layout will be less structured as it becomes more design and visually driven.

Fashion and beauty sections will take up 80% of its editorial pages with seven new sections including: Toolbox, a column that offers clever tricks on achieving the latest beauty looks; and Male, a dedicated section on men's fashion trends and tips, grooming updates and ideas, interviews with significant males.

SPH Magazines's group editor Susanah Cheok, said, "Nielsen Media Index 2007, shows that Female's readership has increased by 21 per cent from 2006's figures. Through the company's marketing research efforts, the new Female will craft a sharper niche for our products and a definitive step for us to continue to increase our market share in the region."

The Nielsen research also puts Female with a readership of 140,000 as the second best read women's magazine in Singapore. The publication unaudited.