Hello! Fashion Monthly - the Cream View

Is there room for yet another monthly fashion title? The publishers of Hello! seem to think so because they've just released the first edition of Hello! Fashion Monthly.The magazine is aimed at 18 to 35 year old women who are interested in and knowledgeable about fashion, and is the culmination of research which suggests that this market are looking for a different fashion offer, "a magazine that fits within their increasingly manic schedules yet still indulges their need for aspirational yet affordable fashion with a glossy twist" according to editor Juliet Herd.HFM reflects these needs in 3 ways. Firstly, although hardly bite-sized at 148 pages, it is slimmer and more easily digestible than some of the other monthly fashion tomes on the market.Secondly, it has launched with a fully rounded out digital offering, including tablet and smartphone editions, a hellofashion.com website and Twitter, Facebook and Instagram profiles - so their busy target market can consumer it where they like and on the device they like.Finally, its press deadline of 12 days allows it to print more up to date content than its slower moving rivals - prompting Publishing Director Charlotte Stockting to hail it as 'a genuine cross between a monthly and a weekly, offering previously unobtainable deadlines for editorial and advertisers.'Flicking through the launch edition reveals a blend of designer and high-street fashion, with style tips and interviews with fashion thought leaders, designers and industry insiders. There is some beauty editorial but the emphasis is heavily on fashion with influences from the likes Stylist, InStyle and Red magazine.Although it is very different from what Hello! offers, editorial-wise it's not particularly distinctive. Whether the more lower pagination and faster turnaround editorial will be enough to make it stand apart from the other fashion monthlies and weeklies is up for debate. So it’s one to keep an eye on but it will probably have to evolve in order to cut through in the current climate when so many magazines are declining and closing.The first issue of HFM was distributed free at large shopping centres and at London Underground and mainline stations. The second edition will be available from 30th September and will be priced at £1.

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