Emap Elan has been working on a women's magazine launch, codenamed Project Jeal, but it is understood that it did not come up with a concept sufficiently different from anything in the existing women's magazines market.
The team was overseen by Fiona McIntosh, the former editor of Elle. Nicola Jeal, another former Elle editor and the editor of the Observer Food Monthly supplement, was also involved.
An Emap spokesperson denied recent reports that the publisher had issued a moratorium on launches: "We are always looking at launches and there are always things in the pipeline. It is neither here nor there that one project may have been shelved, as we always have things in development and we cannot always guarantee every project will come to fruition."
The company added that there are other projects in the offing. It has appointed Sara Cremer, the editor of New Woman, to the role of executive editor of special projects with a central part of her brief to work closely with Emap France in looking at strategic links and magazine opportunities between France and the UK.
A launch from Emap Elan has long been awaited since the publisher lost control of two of its flagship women's glossy titles, Red and Elle, to the French publishing company Hachette Filipacchi in 2002.