After its first three issues, You, which relaunched with a weekly newsstand edition as well as the version packaged with The Mail on Sunday on 7 March, is well short of hitting its settle-down newsstand sale target of 50,000.
However, Stephen Miron, the managing director of The Mail on Sunday, said he was pleased with the title's progress and expected it to hit 40,000 sales this week.
"We're delighted with it. We're learning more every week and will be pleased if we get over 40,000," Miron said.
The Mail on Sunday is printing around 150,000 copies of the magazine each week for distribution in the London area. The newsstand version of You, which has a coverprice of £1, is printed on superior paper and carries more editorial content than the edition that is included in the Mail on Sunday package.
Advertising in the newsstand version of You is being sold at the rate of £1,000 per page. Although early editions of the title have boasted a full book of advertising, some agencies are reluctant to advertise in the newsstand title, arguing the cost per thousand of reaching readers is twice that of using the Mail on Sunday-packaged You.
The relaunch of You was partly intended to drive interest and sales around The Mail on Sunday. The newspaper's February circulation was down 3.77 per cent year on year to 2,285,387. The newspaper also recently launched a men's magazine, Live.