Simply Her, targeting working women aged 25 to 49, is due to launch in October into a market where Singapore Women's Weekly has steadily built readership by developing editorial across a broad range of interests, at the expense of niche magazines such as parenting titles.
It will be published monthly with a planned circulation of 40,000.
"Publishers are realising women don't need to buy three magazines if they can get all their entertainment and information from just one," commented Julie Tilley, GM of Initiative Singapore.
SPH is promoting the new title as a lifestyle guide for busy, home-loving working women, "packed with how-to's, style, beauty, gossip, me management, smart shopping, family, decorating, food, travel, people and bulletin boards".
The success of Singapore Women's Weekly has also prompted a string of relaunches and upgrades from rival titles, while stimulating the local women's magazine market as a whole. "There's a lot of room for growth in the magazine market," commented Initiative's Tilley.