Associated's You to run as standalone

You, The Mail on Sunday's women's supplement, is to appear on newsstands as a standalone weekly title in an attempt to attract new readers to the newspaper.

Associated Newspapers will be selling You on newsstands every Tuesday from 7 March. It will have an initial circulation of around 50,000 in the London area and will go on sale at £1.

The magazine will also continue to be included as a Mail on Sunday supplement.

The introduction of the newsstand edition coincides with a £7 million relaunch of the title. The new-look You will be aimed at a younger female readership and will include more fashion content. The standalone title will have a glossier front page than the version that accompanies The Mail on Sunday.

Critics of the initiative have questioned Associated's decision to charge advertisers an additional £1,000 to appear in the newsstand edition. However, one media buyer claimed the additional cost was unlikely to discourage advertisers.

He said: "In a climate where newspaper publishers are often talking about extending their brands, it is refreshing to see Associated put its money where its mouth is."

Associated is also publishing a second edition issue of its fashion supplement Lifestyle. It will be included in the Daily Mail's 6 March issue and will focus on the spring fashion season. The title made its debut last autumn.

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