Female gets a facelift - Feb 26, 2008 (ST)

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The Straits Times / The Business Times News On SPH

Female gets a facelift

The new-look women's magazine by SPH Magazines is more vogue, more edgy, more cosmopolitan.

By Noelle Loh
Feb 26, 2008
The Straits Times

IF YOU fail to find the familiar block-letter masthead of Female magazine peering out from newsstands this month, do not fret - just look harder.


The popular local women's magazine has undergone a revamp that sees it replacing its signature masthead design with a cursive font that screams retro French chic.

And when you browse through the latest March issue, which hit newsstands nationwide yesterday, you will find that the design and content have also gone more vogue.

The pages are less cluttered and pictures are more dramatic and vibrant. The articles, which include a 101 on the season's latest fashion trends and a peek at the travel beauty kits of three jet-setting Singaporean women, also have a more edgy, cosmopolitan feel.

The facelift is all part of the 34-year-old magazine's regular efforts to create a more customised read for its fashion- and beauty-conscious readers, says Ms Susanah Cheok, group editor of Female's parent company SPH Magazines.

The magazine last went through an overhaul in April 2006.

At present, 'fashion-forward, white-collar executives' who are between the ages of 25 and 35 and like the luxe life form the magazine's mainstay of readers, says Female's editor Pearlyn Quan.

According to the AC Nielsen Media Index 2007, Female is Singapore's second-best-read women's magazine - behind another SPH women's publication, Her World - with readership hitting 140,000 last year, up 20 per cent from 2006.

'With the influx of international titles and readily available news and influences from all around the world, we believe our readers are well-exposed, ready and expecting to experience fashionable luxury from an exciting and global perspective,' Ms Quan says.

It is a big leap from the magazine that first hit stands in 1974. Then, Female was a more general women's read that had topics ranging from fashion and beauty to relationship and cookery advice.

'The new Female prides itself on being the fashion and beauty authority for women here and in the region,' Ms Cheok says.

Apart from the new luxe feel, readers can look forward to a boost in fashion and beauty content, which will now make up 80 per cent - up from 65 per cent - of each issue.

There are also new sections such as The Mix, which is a style workshop, Aesthetics, which highlights the latest in aesthetic treatments, and Time, a section for timepiece enthusiasts.

Boyfriends and husbands might also want to check out Male, a new section that is dedicated to men's fashion, grooming and technology.

The price of the full-colour magazine, which will boast an average of 300 pages per issue, remains at $6.

Regular Female reader Janice Ling, 29, likes the new look: 'I used to find it hard to tell the difference between Female and magazines such as Cleo and Her World. The new look gives it a more distinct look and is a refreshing change.'