Observer launches monthly food title

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.