The Sunday Telegraph is to launch a glossy lifestyle magazine with
a strong health and fitness slant as part of its Sunday package.
The as yet untitled magazine will launch in early April and brings the
Sunday Telegraph up to seven sections.
The magazine will opt for a glossy consumer magazine shape and look, as
opposed to the traditional larger Sunday newspaper magazine which titles
such as the Sunday Times carry. Its launch has partly been made possible
by the success of magazines such as GQ Active and Men’s Health.
The 30- to 32-page magazine will have a low ad content of 28 per cent in
order to enhance the package for readers rather than attracting
additional advertising revenue.
The Telegraph Group’s marketing director, Hugo Drayton, said: ’We looked
at a number of possibilities and decided on a lifestyle magazine. It was
the element missing from the package.’
The new magazine will be edited by Mark Edmunds, who is currently a
deputy editor on the Telegraph’s Saturday magazine.
The Sunday Telegraph reported a December ABC figure of 865,123, which
was up 15.16 per cent year on year. Meanwhile, its Sunday Times rival
reported an ABC of 1,266,624, up 5.77 per cent year on year.
Steve Goodman, director of press at the Media Business, commented: ’My
understanding is that this will actually add a younger element to the
Telegraph’s package on a Sunday. It will be seen as a positive and
high- quality addition.’