You probably haven’t read the second issue of Madison as closely as I have so I thought you might like to know that the magazine that is ACP’s biggest launch under the JA regime has plagiarised itself in its second issue. The two stories: conspiracy theories (I dismissed this as crap when the coverline suggested the tsunami was a conspiracy along with 9/11 and Diana!!!) + gay Hollywood stars (another coverline that is of zero interest to my demographic/ie. Madison’s demographic group) begin with the line: “Type xxx into your google search engine and you get xxx”. Both start exactly the same way which means that one of the writers (both appear to be on staff) has copied, no one’s subbing this magazine and the Editor isn’t reading the copy! All a bit of a shambles for a women’s magazine aimed at intelligent, stylish women over 30.

Would I trade marie claire for Madison? Not until they can get an editor that can read. The editor Paula Joye is typical of ACP’s breed of magazine editor – started as a receptionist, then beauty editor and then editor. And that is absolutely fine for magazine’s that don’t pretend to have great journalism.

and this:

Madison hopes to fill gap
camille alarcon, B&T Weekly, 8 November 2004

Publishing giant ACPhas teamed up with US firm The Hearst Corporation in another venture, this week unveiling a new women’s fashion and lifestyle title for the 30-something consumer.

ACP women’s lifestyle group publisher Pat Ingram said while there are already monthly women’s titles on the market, research the firm conducted over the past 12 months identified a group of consumers who didn’t feel there was a magazine to suit their interests.

“Women have been telling us that while there are magazines in the market, there’s nothing they like—85% of women aged 25 to 34, in A, B and C groups don’t buy a fashion or lifestyle magazine, and this is a huge group.

“Our mission is to create the most compelling title in the sector for women who’ve gotten over the stage of wanting it all and know the life they want to lead. We have a different and unique editorial style which is more aimed at a mindset rather than a demographic. So we speak to women as women and not in stereotypes,” Ingram said.

PBL chief executive John Alexander said the investment is the biggest yet for the company in this decade. “We’re proud to have extended our joint venture with Hearst…it’s a first for Australian publishing that an international company has partnered on a local initiative,” Alexander said.

The name chosen for the magazine, Madison, came from research that found women respond best to female names and places. Other titles considered were Scarlett, Annabel and Park Street.

The magazine is set for launch in February next year, with an expected circulation of over 70,000.

Ingram added that ACP is currently looking at incorporating TV, print, outdoor and ambient as part of its marketing mix, through its media agency Zenith and ad agency DDI Adworks/Filmworks.

Peter Fray

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