The Independent On Sunday is launching an arts-based magazine called Talk of the Town, in an effort to capture advertising from the luxury goods sector.
The newspaper is also shaking up its travel and leisure coverage: a new section called Time Off will feature travel, weekend breaks and general leisure pursuits. The supplements will be launched on March 2.
Talk of the Town is a 48-page colour magazine, described as a cross between The New Yorker and The Spectator by media buyers.
The magazine will be textrather than picture-led and will carry articles of up to 5,000 words. An Independent on Sunday spokesman describes the product as “unashamedly aimed at the very top end of the London market” and the magazine will initially be available only in the Carlton ITV region.
Experts suggest that the newspaper could use the magazine to target advertisers from the computer, luxury goods and performance car sectors.
The launch is being backed by &£2m worth of marketing activity, including radio and outdoor advertising, developed by Walsh Trott Chick Smith.
The Independent On Sunday has seen its sales slide over the past year. Average net circulation for August 2002 to January this year was down 6.73 per cent to 222,892. However, its January circulation was up 2.18 per cent month on month, to 220,028.