Uroda monthly to undergo facelift with new name

Edipress of Switzerland, publisher of Uroda monthly and the successful Viva biweekly intends to change the name of Uroda to Uroda Viva. It is the second publisher, after Grupa Wydawnicza Bauer, which is planning to market its weaker titles under the brand name of stronger magazines. Viva is one of the best selling titles, which has surpassed Edipress's remaining titles. Last year, the Polish subsidiary of Edipress purchased two monthlies, Uroda and Pani from the ailing publisher Polski Dom Wydawniczy. "After the purchase of Uroda, we knew that we would have a lot of work to do in order to improve its quality. Uroda's bad and out-fashioned image is one of its basic disadvantages," said Uroda's promotion and advertising manager Piotr Rytowski. (Gazeta Wyborcza, Jan. 11-12, p. 26) A.Z.