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Pacific Magazines expands That’s Life product with monthly edition

Pacific Magazines will extend its That’s Life product with a new monthly addition.

The new title, which will launch on January 21, will include more features, puzzles and a new name, That’s Life Mega Monthly.

The new monthly title will launch on January 21

Linda Smith, editor, That’s Life, who previously flagged the launch in December, said That’s Life Mega Monthly came from a desire for more content from the consumers.

“There’s been people wanting to have more – more puzzles, more real life, and having it in a different format, it has got a different feel, it’s own personality, separate to The Weekly,” Smith told Mumbrella.

“There is this hungry for the real stories of real people, and that’s what ours are.”

Smith, who has been editor of the title for 13 years, said the strength of the brand was another reason for the launch. But That’s Life isn’t the first brand in market to launch a bumper monthly edition. In April last year, Bauer Media’s rival title, Take 5, did the exact same thing.

“It’s hard for me to make a comparison, but basically we concentrate on us,” Smith said. “We are the category leader and we have been for 25 years – we turn 25 this year.  For us we’ve been unassailable as the category leader for all those 25 years. I don’t know if that’s happened with any of the other weeklies, so we are incredibly proud of that. We have a very clear personality, That’s Life has a very clear personality. And that will follow through into the monthly.”

Linda Smith said the weekly is still a major focus for the brand

The monthly edition and weekly editions will both be available online as e-editions.

However Smith said she was just as focused on the weekly title, which celebrates its 25th birthday this year.

“Absolutely [we are focused]. We have an extremely loyal audience. Out of all the weekly titles, buying four out of four has always been very high. Readers do buy it every week and that loyalty that exists with our readers is really amazing.

“It is a bonus edition, for those people wanting more. The weekly is incredibly strong and our market share has stayed really strong and has been really stable for the last five years.”

 

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