The launch editor of Hello! is to edit a new magazine that will be delivered to homes by Britain’s 25,000 milkmen.
Maggie Goodman, who launched Hello! and Company magazine, is to edit Home & Life.
The contract magazine will be distributed to homes by milkmen on behalf of Milk Marque and the main dairies.
The title may be the first contract magazine to be supported by a TV advertising campaign. A three-week breakfast TV push will back the launch in May.
Home & Life, which will be targeted at women, is similar in design to “checkout” magazines such as Essentials or Family Circle.
It will run to 164 pages of editorial, covering recipes featuring dairy products, fashion, home interest and health.
It is being published by XL Communications and has a target circulation of 300,000, based on a test issue which was distributed in Nov ember. The cover price will be 1.
In December, Northern Food’s Dale Farm dairy signed a distribution deal with Lever and Kellogg.