More! revamps for the 'boomerang' generation

More! magazine, the women's weekly owned by Bauer Media, is moving away from celebrity stories to focus on producing content that is more relevant to its readers' lives.

More!: Bauer title readies redesign
More!: Bauer title readies redesign

The revamp, which takes effect from Tuesday's issue (5 June), comes after Bauer conducted research with More!'s readership.

The fashion photos will now be of "real" people instead of models and the editorial content will include more features and career advice.

The new travel section will be "real and honest" and cover places that its readers are actually likely to visit.

It will also include four other new sections including one focused on a man, the first of which will feature Prince Harry. Other sections will cover advice, finance tips and food.

The first finance article will feature former 'The Apprentice' winner Michelle Dewberry.

Recent ABC figures for July to December 2011 revealed More! had a circulation of 152, 571 copies, which was down 10.3% down period on period and down 19.0% down year on year.

Abby Carvosso, managing director of lifestyle and advertising at Bauer Media, said the audience of monthly glossies has changed over the past five years.

She said the average reader is part of the more ambitious "boomerang" generation who have left home to go to University and then came back to save money and buy a house.

Carvosso told Media Week that despite the fundamental changes the magazine still retains its identity.

She said: "What we've noticed over the past few years is that actually the reader has changed significantly. Four years ago there was a different culture – it was more celebrity orientated.

"Now the reader really wants to work hard. She's ambitious and wants to earn her own money. It's not all about sex and men anymore. It's very much about her and about succeeding."

Carvosso admitted this was probably partially due to the uncertain economy and the fact that people have to be more realistic these days.

But she also feels that young women are not looking at celebrities as role models in the same way anymore.

She said: "I think our readers are less inspired by celebrities and no longer compare their lives to them in the same way.

"They now compare themselves to the girl next door or the girl at university."

In October 2011, More! made the move to radio when it launched a three-hour slot on Bauer's The Hits digital station.

Follow Nick Batten on Twitter @NickBatten2

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