Launching Grazia into the Australian market

When ACP Magazines acquired the license for Mondadori title Grazia, we had to figure out what aspects of the Grazia DNA would work for the Australian market and what wouldn't. Working with the Research Director and Editor-in-Chief, we tested the very successful UK version with Australian women and it fell flat, because the format and reading experience was very different to how Australian readers had been conditioned to consume magazines. Through two rounds of focus groups we developed editorial guidelines, tested covers, developed a tone, and tested launch advertising material in partnership with our advertising and research agencies. Seven weeks after launch, we conducted a third round of focus groups to check back in with our audience and refine our initial offering. This was supported by ten weeks of weekly surveys, where we tested covers and content, and matched data against sales.