"We're creating the biggest-selling glossy on the market," said SCMP marcomms director Amanda Turnbull. "No one else with our circulation is doing this."
The new supplement, which will be distibuted free with the paper on the first Friday of each month, will focus on a different lifestyle topic each issue.
The subject will be appropriate to the time of year, with fashion specials appearing at the beginning of a new season or an issue on travel published in May when people plan vacations, making Style a different proposition to general lifestyle magazines, said Style editor Desiree Au. "We're not competing with existing publications," she said. "What we do will be relevant to the state of mind of the consumer at the time."
January's launch issue, called The Luxe Life, will preview some of the topics to be covered in the year ahead.
January launch date set for new SCMP glossy title
The South China Morning Post (SCMP) is pitching into the glossy monthly magazine market with Style, a new supplement positioned as an upscale lifestyle guide debuting in January.