Burda unveils Full House weekly title

Hubert Burda Media UK is launching a mass-market weekly title called Full House.

The magazine, exclusively revealed in Campaign, will go on sale on 8 March with a mix of real life, celebrity and entertainment content. Aimed at a C1C2D audience, aged between 20 and 50, the title will sit alongside H Bauer's Take a Break and IPC Media's Chat.

Burda has yet to announce a price, but it is expected to be between 75p and 80p.

Carl Styants, formerly the deputy editor of Take a Break, has been appointed as the Full House editor, although a publisher has not yet been announced. Annabel Wetton, The National Magazine Company's group advertising director on She and Zest, takes the same role on the new title.

Alan Urry, a former H Bauer managing director, will head the UK operation as its chief executive, while Simon Hesling, a previous head of international development at Attic Futura and the UK consultant to Burda, will be its managing director.

The launch will be backed by a nationwide TV campaign, created by McCann Erickson and Starcom Mediavest, both of which were appointed without a pitch earlier this year.

Hesling said: "There continues to be considerable growth across the sector. Full House will open up a new area."