Associated Newspapers is continuing its move into standalone magazines with a new women’s title launching in May.
Vitality, a beauty and health magazine, will be sold under the Mail on Sunday’s You masthead from May 9.
The glossy will have a print run of 150,000 and a cover price of 1.95. It will be promoted with a TV campaign. It is being edited by Dee Nolan, You magazine’s editor.
The MoS advertising sales team is selling space in the title and is targeting cosmetics, fragrance and fashion advertisers. Page ad rates will be lower than for You.
It is the MoS’ second standalone title. It claims to have sold 250,000 copies of cookery magazine You Complete Christmas in two weeks in December.
Vitality is being launched on the back of increased interest in the health and beauty sector. In April the National Magazine Company is launching Zest – formerly a quarterly spin-off from Cosmopolitan – as a monthly magazine.