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Cleo Repositions to Target Older Audience

15 Sep 2009

CLEO magazine has announced a re-launch, with an innovative redesign and new editorial line-up. Alongside an increase in booksize, the magazine has signed-up Aileen Marr as the new Fashion Director and Pip Edwards as Contributing Fashion Editor.


The magazine re-launch is being designed to pitch the title to a slightly older audience with the aim of increasing the average age of its core reader from 23 to 25.


The re-launch will start with the October issue and be supported by a TV ad campaign, and will feature more fashion, introduce new sections and launch more beauty pages, including a beauty panel bringing the total pages up from 172 to 268.


In the year to June Cleo's average monthly sales declined 10 per cent to just over 134,000 copies and readership dropped 14 per cent to 425,000.


Other new contributors targeting the mid 20's age group include Peaches Geldof and Ruby Rose.


Fashion will be spearheaded by Aileen Marr who has over 15 years of experience in fashion. New Contributing Fashion Editor Edwards is a high-profile fashion identity in Australia and has previously worked as a designer for Ksubi but also the PR and Communications manager for this world-famous brand.


Cleo editor, Sarah Oakes commented: "Cleo will have greater editorial substance while maintain our famous cheeky and confident nature. We are signalling an even stronger focus on fashion and will have plenty of great value tip-ons for our readers to ensure we stay top of mind when it comes to what's new and what's hot."



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