Nigel Dempster targets Hello!’s readership with upmarket glossy

Nigel Dempster, the Daily Mail’s diary columnist, is launching a women’s magazine next year targeting Hello!’s franchise of upmarket celebrity gossip.

The magazine, provisionally titled Dempster’s, will launch in February as a quarterly with a print run of 90,000.

The magazine will target ABC1 women in their thirties, with the first issue being supported by a giveaway in the Daily Mail.

The publication is being kept a closely guarded secret and Daily Mail publisher Associated Newspapers declined to comment on its involvement.

The editorial will concentrate on the style of celebrity and social gossip perfected by Dempster’s own newspaper column, but will also carry fashion, health, travel and personal finance editorial.

Dempster already publishes a magazine outside the UK titled Royal Dempster.

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