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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.  

Prevention coverThe 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.

Much of the marketing push for the magazine is taking place on sister media properties, including the Seven TV network and Yahoo!7. Geyer claimed that the Prevention website – which includes an online sample of the magazine – has had 1.7 million page views since its launch last Wednesday, driven by cross promotion from Yahoo!7.

The company has also distributed 500,000 copies of a 16-page sampler. It will also be featured tomorrow on Seven’s Today Tonight with TV ads, online, print and radio activity to follow from Sunday.

Prevention is licensed from Rodale in the US, where it is the 11th biggest consumer magazine. Rodale also owns  Men’s Health and Women’s Health, which are both also licenced in Australia by PacMags.

Geyer claimed there was a gap in the market. She said: “This is the most calculated risk we could possibly take. Everyone’s going younger but we’re going for the 40+ market.”

The editorial team will be headed by editor-in-chief Sue Wheeler – who launched Women’s Health in 2007 – and editor Natalie Filatoff who was part of the In Style launch team in 1999 and most recently acting editor.

The launch took place at The Entertainment Quarter in Sydney last night and was hosted by Talkin’ Bout’ Your Generation regular Amanda Keller and included a set by Australian Idol winner Guy Sebastian.

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