If she is successful it may not be long before rival titles come round

If she is successful, it may not be long before rival titles come round to Brampton's way of thinking on older women.. Glamorous, successful, smart, Sally Brampton is the woman Red wants to reach. And despite her long absence, he says Brampton, once his boss at Elle, is still "one of the world's most inspiring editors".What industry insiders expect her to bring is a touch more glitz, glamour and excitement to a title which, though perceived as more substantial than its rivals, has become a touch worthy, and slightly dull. Though he admits the age group is under exploited and that has more to do with a lack of ambition than past failures.Other than her theories on age and segmentation of the women's market, what else will Brampton bring to Red? Birch claims that his new editor epitomises his readership. "But the question is where does it go from here."He is not confident that increased circulation will be won by targeting women over 40 more vigorously.

Almost two years on, circulation has slipped by only 3 per cent in a viciously competitive women's magazine market.According to Gavin Stamp of Media Week, as many as a half the readers who initially bought Red are thought to have been fresh - ie not deserters from other women's magazines, though of course other magazines did suffer from Red's arrival.It is precisely because women's glossies is such a competitive area that Red, despite its success cannot afford to be complacent "It had a good launch, and found its niche," says Mr Stamp. Emap conducted exhaustive research before the launch, and spent a lot of money and went to extraordinary lengths to reach their target audience Within weeks it had its 180,000 readers Most have proved loyal. He insists Brampton will be building on what Red has already achieved. "It will be a process of evolution not revolution," he says, pointing out that the new title's success would make it madness to "throw the baby out with the bath water".It is true that Brampton is taking over a pretty healthy magazine from outgoing editor Kathryn Brown, who herself left to have a baby.

He adds that Brampton feels there are more women out there that Red could reach, lingering in the twilight zone that follows the twentysomething titles full of frocks, make-up and multiple, earth-shattering orgasms.In an echo of Brampton's own assessment, he says that Red recognises that 40 is what 30 used to be, and while a woman can be a grandmother at 42, she may also be having her first baby. In her only statement, via the press release, she has said she believes Red reflects and challenges a new generation of smart, informed savvy women.Ian Birch, Emap Elan's editor-in-chief, says Red's readership is defined more by attitude than age. Of her own age group, Brampton says: "our time will come".Such views are worth considering now that Brampton has her own vehicle, already parked on the edge of "age", with which to test her theory. She does not mention Red by name but says the "exciting" new magazines being launched into the middle youth market are no more than the same tired formula - frocks, cooking and gardening - smeared with a touch of gloss.The woman who stayed at home "knocking up gourmet meals from left overs and wearing bright colours in clashing patterns" no longer exists, she says Neither does middle age. "Elle and Marie Claire may be way too young for us, but magazines that tell us how to crochet a centrepiece for a table or disguise a thickening waist with clever accessories are just way too old," she says. Describing three friends, still stylish and glamorous in their forties and fifties wearing Gaultier, Helmut Lang and Joseph, Brampton argued, in an article in The Independent last December, that such women are neither "middle aged" nor "middle youth".