Eve Pollard's thirty something women's magazine, due to be launched at the beginning of April, is to be called Aura.
With a print run of around 200,000 Aura is targeting women over 30 with what it says will be a 'sophisticated, contemporary and informed magazine'.
Aura is launching into the market inhabited by Emap's successful Red magazine, which saw its circulation rise 4.2 per cent year-on-year in last week's ABC's to 180, 403.
The title is the second launch from Pollard's Parkhill Publishing, following on from the launch of Wedding Day in November.
The company also announced the appointment of Richard Burton, from The Daily Telegraph, as managing editor and Pam Gill, from IPC Music and Sport, as circulation director.