PacMags launches Prevention
Pacific Magazines has unveiled Prevention – the publisher’s bid to grow its share of the mature women’s market – with the magazine on sale from Monday.
The 180 page October launch edition is PacMag’s first in the compact size. It is roughly the same size as Glamour, which News Magazines aborted from launching late last year. The first edition contains just under 60 pages of ads. Features focus on health, fitness, food and beauty.
Kara Geyer, group sales manager of PacMags’ healthy lifestyle group, told Mumbrella the company was aiming for an initial circulation of 70,000 copies per month. The cover price is $5.95.
Sounds like you are off to a flying start… congrats!!!
you wouldnt happen to have any footage of Guy Sebastian doing his set
pls xxx
Hi sarah,
You’ll find some wobbly Guy sebastian footage on the MumbrellaAus Youtube channel: https://www.youtube.com/watch?v=XAJyuzmtd28
Cheers,
Tim – Mumbrella
fab wonderful footage – such a strong voice – I love him! x Thank you Tim x
I like the idea of targeting this demographic, but the title leaves me cold.
“Prevention” is a word with immediately negative connotations – you are preventing something, stopping something – so it’s not exactly an active empowering title.
And in this case it then begs the question “WHAT are you preventing?”, which is a panoply of additional negatives – aging, wrinkly skin, flab etc etc.
I’m sure the brainstrust did their share of research into the title, but it does nothing to celebrate the positive, empower the target audience, or set a ‘can do’ approach – right off the bat there’s an innate ‘negative’ in the proposition, as if being 40+ is all about stopping things (bad things) happening to you.
I think Sue Wheeler is one of the unsung heroes of magazines and her influence on Women’s Health is immense so it will be great to see what she comes up with.
Could they have thought of a less appealing title for this magazine if they tried?
Congrats on the launch, will def. have a look at that footage 😛
I often get some UK mags, simply because they’re not quite so full of the same tabloid stuff that most mags are atm. I understand they have to keep afloat but its such a pity that most of OZ weeklies are full of the same stories / pictures / whatevers. Like, its getting “buy one, see them all” which is unfortunate.. GRAZIA started so well, with flair, too.
Must admit “Prevention” as a title gets only *** from me… but the mag itself promises much
Prevention is a syndicated title from the US. This title has been very successful there for decades. Perhaps Pac Mags weren’t allowed to change the title? I agree it’s quite awful. Wheeler has done extremely well with Women’s Health so it will be interesting to see how this one goes.
Yeah, couldnt agree more on the name of the title – it appears very functional, very “educational” – certainly doesnt help to forge a closer emotive bond.
Regardless, nice work by Krastner, – and it could be worse, we could have had another “Prevention is better than a cure” tag line.
Besides, that Nina Simone song always does make me feel good.
I agree with the comments on the title. Terrible. It’s a very negative word.
Would be interested to see how the magazine performed in the focus groups. I’m sure the content is good, but the name is bad.
Why don’t they call it “Avoid doing things that could harm you Monthly”?