ACP launches Women's Fitness | B&T

ACP Magazines has launched Women's Fitness magazine with a $2m plus marketing campaign.

Speaking at last night's launch event CEO Matthew Stanton said the sale of ACP to Bauer would clearly not stop the company expanding into new markets where it sees opportunity - one of those being the fitness sector.

While media analyst Steve Allen yesterday questioned the move, ACP publishing director Gerry Reynolds said extensive research had proved the magazine would have an eager audience.

"Australian women aged 25-40 are more interested in exercise and staying fit than ever before. Their health and wellbeing is absolutely front of mind ? and we know they turn to magazines as a trusted source of information and inspiration," he said.

Editor Rachel Sharp, who will hand the reins to her deputy when she goes on maternity leave shortly, said the brand's emphasis on fun was its point of difference in a crowded marketplace which includes Pacific Magazines' Prevention, Women's Health, Diabetic Living and Weight Watchers.

??Women?s Fitness is all about putting the fun back into being healthy, full of easy-to-adopt exercise, nutrition and lifestyle ideas. ?Fitness that fits your life? is the perfect way to describe our philosophy, and that?s exactly what our launch issue ? and every issue after that ? will deliver," said Sharp.

The magazine will utilise ACP?s new AR technology, Viewa which enables readers to download workouts to their phone and carry them with them to the gym, the beach or anywhere they choose to participate.

It also provides shopping lists for healthy recipes, and behind-the-scenes footage of the launch edition cover-shoot.

Promotional activity for the magazine will span television, out of home, online, social media, experiential, radio, gyms and point of sale. Sister ACP titles will also support the launch issue.

The first issue goes on-sale Monday with the mobile-optimised website launching 24 September.

The magazine expands ACP's health portfolio, which previously centred on Good Health.

Source: http://www.bandt.com.au/news/media/acp-launches-women-s-fitness

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