Jackie will be targeted at women in their mid-thirties who are less interested in the celebrity gossip of Emap's sister title Closer and more interested in issues. The publisher aims to sell between 150,000 and 200,000 copies a week.
Fallon, which already handles Emap's Grazia magazine, is working closely with the Emap Consumer Media marketing director, Kerry Tasker. The agency is briefed to use the marketing budget across all media, including TV.
Jackie's content is under wraps but Louise Matthews, Emap Entertainment's managing director, said it would target readers who are "half a life-stage on from Closer".
Emap has yet to confirm the title's name or exact launch date, which is planned for early summer.
Emap is also in talks with agencies about its £10 million Closer ad account.
The incumbent, DDB London, is not repitching.