River uses inserts to promote glossy women's mag launch

LONDON - River Publishing is promoting Shape, its first consumer newsstand launch, with a sampler insert in the forthcoming issue of the Sunday Times.

The 12-page sample issue of Shape will be poly-bagged with the newspaper's magazines Style and The Sunday Times Magazine on March 30, to give women a taste of the magazine ahead of its launch on April 2.

There will be further direct marketing activity at The Vitality Show, as well as print advertising and a PR campaign.

Shape is promising readers thought-provoking writing rather than features on the "Best Diet Ever" and will cover beauty, fashion, health, fitness, food, wellbeing, interiors and travel. Launch advertisers include Estee Lauder.

Dawn Greiller, Shape publisher, said: "It's a powerful and refreshing environment for companies looking to reach the thirtysomething woman who wants more from her magazine than '15 ways to put a spring in your step'."

River Publishing is behind glossy titles such as the Weight Watchers members magazine and The Harrods Magazine. Shape is its first foray into consumer newsstand publishing. It used to be published by Dennis, but has not been seen on UK newsstands since 2004.