Femina gets smart

Editor Robynne Kahn says: "Readers have a personal relationship with their favourite magazines and with the new look we believe they will find Femina a credible and substantial magazine that speaks to them, the 30-something female.

"Magazines are a reward-buy, an indulgence and a much needed escape. We believe the changes we made to Femina reflect this relationship."

Jane Raphaely, CEO of Associated Magazines, says: "The magazine no longer strives to grab attention. The brand is intact but it has never looked better or read better. It puts out a lure with its uncrowded cover, straightforward informative cover lines and right under the logo, reversed into the bar of colour, three little words that women want to hear - Time For Me.

"We have spring cleaned, tidied up and created new editorial sections, which we call pillars, which both create order in the offering as well as a skeleton which builds the unique personality and focus of the magazine.

"It's for a woman who has grown out of the magazines of her selfish twenties. Her life no longer merely revolves around herself, but she is the centre of her world. She is mothering and/or in a committed relationship, hard working. She is a smart, independent woman, plugged in to the world around her. She has limited time, but a large income. She is experienced and discerning, no-one's fool."