The launch of Psychologies is the third new title announced by Media24 Women's Magazines stable this year, following the launches of True Love Babe in August 2006 and that of In Style this month.
Media24 Women's Magazines publisher Marí Lategan says that the Psychologies reader wants more than what traditional glossy magazines offer. "She is part of a unique segment of an emotionally intelligent audience traditionally not covered by female magazines. Psychologies will appeal to her as it is a magazine for reading - not leafing through."
Psychologies targets a highly educated reference female customer with an average age of 38, LSM 10, focusing on self-accomplishment, better living and relationships.
According to Lategan, since Psychologies was launched in France during 1997, it has become the title with the highest growth during the past 10 years, increasing its circulation by a staggering 330% at 350 000 copies. "Since then Psychologies achieved global success after launching in Italy, Spain, Great Britain, China, Russia, Belgium and now South Africa."
Commenting on why she believes the title will work locally, Melass says that Psychologies is the only magazine available to women who are interested in the way they think, behave, change and connect.
"We are going to provide a solution to the modern woman geared towards living a richer life. Whether she wants to develop her own potential, become a better parent, partner or friend, Psychologies will bring her ideas, insights and inspiration to help her achieve all this.
"Our editorial mix will always feature a celebrity on the cover and an in-depth interview (On the Couch), a 25-page dossier with various approaches to one subject, testimonies from women about their everyday lives, and helpful and practical advice from competent experts and recognised professionals," continues Melass.
Psychologies will launch in South Africa with a print order of 37 200 copies and will be available at leading retailers and magazine distributors from 4 April 2007.
Available every alternate month, Psychologies will retail at a premium price of R29.95.
