WHAT MAGAZINE CREATES HIS AND HER VERSIONS
By Adnews Staff
What Publishers of Winnipeg has split What Magazine into two gender-specific magazines called What's Hers and What's His. The publications will be distributed in Canadian high schools in September. What's Hers will target girls 12 to 18 years of age and will have a circulation of 180,000. What's His will target boys 12 to 18 years of age and have a circulation of 100,000. "After being a unisex magazine for nearly 18 years, we felt that splitting our brand into two, gender-distinct publications refreshes our creative content, opens doors to new advertising and marketing opportunities and will attract new readers at the start of the year," said Nancy Moore, publisher of What.
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