New! and Star Magazine
New! Magazine
Launched in February 2003, New! magazine brought a freshness and life to the celebrity market that assured it instant success with its young, upmarket readers.
As a strategic move the launch protected Northern & Shell's position in the celebrity market against inroads from cheaper competitors because New! was brought in with a price advantage that made it difficult to challenge.
Star Magazine
Star magazine was launched at the end of 2003 to consolidate Northern & Shell's hold on the celebrity market.
Its distinctness from OK! and New! lies in its provocative humour.
Star readers look for exclusive, unposed pictures that show celebrities enjoying life to the full in their own environment.
Accompanied by the best lifestyle features with fashion, beauty, horoscopes and full TV listings, Star is building sales as young women desert more conventional women's magazines for a celebrity-based alternative.
