According to Hearst Magazines UK: The launch and dynamic new refresh follows extensive research by Hearst Magazines UK on the changing lives and needs of the classic sector woman, identifying a generation of women who are unexpectedly flourishing in the current challenging economic climate: the ‘Recessionista Mums’.
This new target demographic – working class middle-aged women (44-60) – is using a growing confidence in technology to boost their ability to shop around for bargains. This enhanced multi-platform awareness, among an age group traditionally viewed as being technology resistant, is being driven by the rise in multi-generational households.
On sale now, the new Best magazine offers a unique consumer experience unrivalled in the market and a greater investment in the core pillars of fashion, beauty and entertainment. Its vibrant new website – bestdaily.co.uk – provides its target demographic with 24/7 access to a digital experience that gives them instant expertise on the stories and news that matters most to them.
Best has responded to these new findings in the re-development of both magazine and website – with bestdaily.co.uk the only online leisure, shopping and entertainment destination catering for this powerful emerging group. The site provides hourly online updates on the most relevant news, fantastic daily discounts, giveaways, vibrant forums and video clips, in which the authentic voice of the Best consumer can be showcased and heard as never before.
The magazine has higher design values, a new logo and greater focus on the key interests of fashion, beauty and entertainment. In keeping with a generation who have really found their voice and hit their stride, straight talk, consumer independence and fearless opinion is at the heart of the refreshed editorial mix.
Showcasing its readers’ obsession with shopping, fashion and beauty, new look Best magazine contains a weekly mini mag, Best Dressed, featuring cutting-edge fashion and beauty, affordable treats and unrivalled service and advice. All the content favourites, from real life to consumer, food to home fashions remain, but are delivered in a multi-platform, friendly and dynamic new package.
Best Editor Jackie Hatton says: “New look Best is a direct result of in-depth research into how the classic sector consumer is interacting with all forms of media in the modern world. The past five years have seen a period of unprecedented change in her entertainment expectations and media consumption, and new Best is a direct result of these changing priorities and enhanced design values.”
Group Publishing Director Michael Rowley added: “Best’s loyal readers know quality and a bargain and are more digitally aware and younger in outlook than ever before. With the new look Best delivering a well-groomed, exciting and bold weekly offering, plus Bestdaily.co.uk offering unique news and support for their busy lives, we will ensure the continuing growth of the brand’s audience to delight readers and advertisers alike”.
