NatMags launches title to target high-street shoppers

The National Magazine Company is launching a magazine aimed at women who love high-street shopping.

Shop!, a 100-page glossy title, will launch with the September issue of its sister title, Company, on 4 August. NatMags will then assess its impact before deciding whether to launch the second edition next spring as a standalone title.

NatMags claimed that the magazine is the first to be dedicated to women who spend on fashion and beauty in high-street stores. It strips out the other contents of women's titles to offer 88 editorial pages showing the latest fashions available to buy.

The first issue will carry 12 pages of advertising but this is likely to increase in future issues. It is A5-sized and designed for women to carry around while shopping.

Shop! will aim to win over the Company target market of women in their 20s with a mixture of fashion advice and photography.

Justine Southall, the NatMags publisher, said: "There simply is no magazine out there for women that provides the breadth of content that Shop! will. We have consciously up-paged the editorial content, a strategy designed to test fully all of the editorial permutations available to us."

Separately, NatMags is launching a 30-page food supplement for Zest magazine. Eat Light covers healthy eating and will offer news stories, recipes, cooking cards and diet coaching. It launches in the August issue of Zest on 10 July. Its launch is the beginning of an investment programme to improve Zest.