The Observer is launching a monthly food magazine as it continues
its aggressive drive to draw in new audiences for the Sunday
Observer Food Monthly, which will launch in the early summer, hopes to
ape the success of its sister title, Observer Sport Monthly, which was
launched last May. Observer Food Monthly will be a 68-page tabloid
colour magazine, which will examine the whole culture of eating and
drinking through features, celebrity-led pieces and regular
An advertising campaign, created by Ogilvy & Mather, will support OFM's
launch, concentrating on the magazine's content.
Roger Alton, the editor of The Observer, said: 'OFM will be an original,
stylish and innovative addition to the world of food journalism,
tackling the subject matter in its broadest sense.'
Marc Sands, the marketing director of Guardian Newspapers Limited,
added: 'OFM will be lifestyle meets food meets celebrity, and with such
a broad appeal will bring a significant number of new readers to the
The magazine will be edited by Lucy Cavendish, who has been a features
writer for The Sunday Telegraph and its magazine. She will join The
Observer at the end of April.
Since the launch of OSM The Observer's circulation has increased
The latest ABC figures for The Observer reveal a year-on-year
circulation increase of 7.48 per cent, representing the highest increase
in the Sunday broadsheet market. In terms of monthly sales, the
newspaper rose by just less than 1 per cent to 443,198.