The Times to supply a Saturday London entertainment title

The Times is continuing its gradual revamp with the launch of a Saturday magazine for London readers.

Launching on 5 July, The Knowledge is billed as an insiders' guide to the capital. The A5 supplement will be distributed with The Times Saturday package to all readers within the M25.

The Knowledge will carry entertainment listings and details of London restaurants, shopping and a guide to events for the family. The former Time Out editor Dominic Wells will edit the title.

The launch is backed by a London-based marketing campaign, through Rainey Kelly Campbell Roalfe/Y&R, that will use radio, London Underground and buses as well as promotions and sponsorship. The agency won silver Lions at Cannes last week for its "banana" and "bottle" executions for The Times.

Miles Allen, the advertising manager for Times Newspapers, said: "The Knowledge is the perfect complement to the Saturday Times package."