Slimming World Brand in Masthead TV Debut
Brech, Poppy, Marketing
Slimming World, the UK's best-selling slimming magazine, is to make its TV debut as a lifestyle show following an advertiser funded programming agreement with Granada Enterprises.
In a deal believed to be worth [pound]200,000, Slimming World is to fund 13 30-minute programmes to air once a week on Granada Breeze from September.
The programmes will be fronted by news presenter Fiona Armstrong. In a similar style to the print magazine, the show will have a focus beyond dieting and ideal menus, to include lifestyle, social and educational issues. And following the recent outcry over the portrayal of 'waif chic' in women's glossies, the programme's fashion and beauty items will feature women with realistic body shapes.
Commenting on the deal, Claire Barnham, editor in chief of Slimming World, said: "We are keen to stretch our brand in this way. Our audited circulation figure, which is the leading figure for diet titles, shows that our editorial mix has redefined the diet-conscious woman.
"She is concerned with transformation and that translates brilliantly into televisual terms. …