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Silver meets the market in the middle

A NEW Western Australian-based magazine dedicated to women and lifestyle will join Scoop, Perth Woman and Perth Vita in newsagencies early next month.

To be published six times a year, the glossy 200-page magazine, Silver, is the brainchild of journalists Kristen Watts, Amanda Walsh and Kath Ryding.

A product of newly formed Jetmedia, based in Subiaco, Silver deals with fashion, health, travel, music, art, food and wine and is aimed at women aged 20 to 45.

Ms Watts, the magazine's co-editor, said she wanted to publish a product of a quality similar to offerings found in the eastern states.

She likened Silver to Madison and Marie Claire.

"I have always thought, as a consumer, that there was a need for this kind of product in the market. We wanted it to feel accessible, we didn't want people to feel intimidated to pick it up," Ms Watts said.

Business development manager Kath Ryding said while a lot of other WA-based women's publications targetted the luxury market, Silver aimed to appeal to a broader base.

"We want to appeal to the everyday woman who shops at Target, splashes sometimes on high-end items and has a broad range of interests," Ms Ryding said.

Ms Watts said the magazine appealed to all budgets, with all the items featured supplied locally.

While consumer confidence may be down in regards to the global economic turmoil, Ms Watts said Silver hadn't had problems finding advertisers. She believes advertising will become central for companies that want to retain their position in the market.

"When you look at the 1980s when we went through this [economic downturn], we had this experience that people need to advertise to stay at the forefront," she said.

"This is time to keep the products in people's faces, people will hang on to their advertising products."

BMW, Linneys and Forrest Chase are some of the advertisers in Silver's first edition.

Ms Watts said the magazine's advertising content wouldn't exceed 20 per cent, as opposed to an average of 50 per cent for women's magazines.

The November-December edition of Silver has a print run of 10,000 copies and will be distributed in newsagencies and through subscriptions.

Silver will be distributed in supermarkets when it turns to monthly publication, which is on the cards for 2009.

Ms Ryding said they hope to reach a circulation of 25,000.

The magazine is printed offshore.

"We didn't want to print locally because we didn't want the magazine to look like anything else and what we wanted to do wasn't possible here," Ms Ryding said.

But printing offshore has proved to have its downfalls, as a recent typhoon affected the printer's timetable and delayed the launch of the magazine.

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