Daily Mail to test-run style supplement in September

The Daily Mail is preparing to run a one-off glossy lifestyle supplement, to be carried by the newspaper in September.

The Daily Mail Lifestyle magazine will be polythene-bagged with the main newspaper on a yet-to-be-scheduled Monday. A Mail insider says it could be a “toe in the water” test for a permanent glossy supplement.

The newspaper already has an in-paper lifestyle section on a Monday and sees the magazine as a natural extension. The supplement will be exclusive to London and the South-east, with a print-run of 700,000. It will appear close to or during London Fashion Week.

The Daily Mail hopes to book ads from clients in the cosmetics and fashion industries, and says the publication will be aimed at ABC1 women. A spokesman adds that the magazine could offer sponsorship opportunities and the polythene bagging will allow inserts.

Parent company Daily Mail & General Trust (DMGT) has reported Daily Mail colour display ad revenues up 23 per cent year on year, as clients switch from black and white. DMGT is investing &£135m in updating its printing presses to allow larger pagination and more colour.

Display advertising revenue across DMGT’s national titles was up 6.5 per cent for the five months to February, while classified rose 14 per cent.

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