The Mail on Sunday closes You spin-off

The Mail on Sunday is pulling the plug on its shortlived You magazine newsstand venture.

After five months, You will disappear as a standalone title from newsstands on 14 August. The newsstand launch of the magazine has had a positive impact on sales of The Mail on Sunday, which has continued to carry copies of You magazine, but was not commercially viable in the long term.

You first appeared on newsstands in the London region in March. Its cover-price is £1 and advertisers were asked to pay an extra £1,000 a page to appear in the paid-for edition of the magazine. However, they were under no obligation to take space in the title.

The Mail on Sunday was aiming for a newsstand circulation of around 50,000 for You but was failing to achieve this consistently. It is now expected to invest in the You brand online, with new developments planned for its www.you.co.uk site.

There are signs that the You newsstand experiment had a small beneficial effect on sales of the main newspaper. In June, The Mail on Sunday increased its sale by 2.8 per cent to 2,316,138 copies.