So London, which will have a print run of 75,000 and will be distributed via bookstores, is positioned as a lifestyle title for well-off Londoners. It will have a cover price, but this has yet to be set.
The title, which will also have a limited overseas circulation, is set for a spring launch and will cover culture, art, theatre, cinema and home entertainment. It will be edited by Christena Appleyard, a former editor of the Daily Mail Weekend magazine. Mike Allen, the former head of newspapers at Mirror Group Newspapers, becomes the commercial director for So London.
The magazine is backed by Steven and Jennifer Rigby, a husband-and-wife team who were looking to invest in a magazine title. Ironside said it is targeting automotive, travel and technology advertisers, as well as the property market.