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Emap has ploughed pounds 3 million into the relaunch of its teen magazine More in the hope of repositioning it in what is already a crowded market.
The first thing I notice about the newly styled title is that the exclamation mark has been dropped from the masthead and the text running above it features the word 'Glamour' in similar typeface to that of the Conde Nast magazine.
Its target audience has been bumped up in the age stakes, now focusing on women in their early to mid-20s rather than girls in their teens. More used to be a teen magazine targeting the older teen market, with girls in the playground inquisitively looking up the 'position of the fortnight', which is one of the features that remains.
The front cover and contents page reveal the usual 'Hair that flirts for you', 'Ten almighty orgasms by the weekend' and, of course, the competitions synonymous with teen titles.
However, there has been a massive turnaround in areas of celebrity and fashion. The cover girl is Jennifer Anniston, who is the subject of a feature about life with Mr Pitt. There is a distinct celebrity presence throughout the magazine, with lots of Posh and Becks, Brad and Jen, Justin Timberlake and pages of celebrity fashion, make-up and gossip.
These pages take on the style of other gossip titles such as Heat and Now, showing celebrity fashion boobs and an intriguing feature on how celebrity wives will look like their mother-in-laws as they age. Not a good look for Posh Spice.
It ...