New Weekly Glossy Hits Capital’s Streets

A new glossy weekly magazine has been launched in London by former Mail On Sunday journalist Christena Appleyard.

So London, which has an initial print run of 75,000 copies, is described by its editor as being significantly property focused.

The former editor of the Mail On Sunday‘s Night & Day magazine wrote in the publication’s first issue: “There’s no doubt that a significant part of this magazine is about property and property dreams. We hope you will find it useful if you are buying or selling, or exciting if, like me, property pages are your recreational drug of choice.”

Stories focus on arts, property, “shameless” luxury and a “fresh emphasis on philanthropy and the auctions houses”.

The magazine’s managing director is Mike Ironside, the former managing director of the Mail On Sunday, whilst its commercial director is Mike Allen, formerly of Mirror Group Newspapers and Associated Newspapers.

Simon Esterson, who won an award for his redesign of the New Statesman, designs the glossy, which will run at around 100 pages with a target of 70 pages of advertising.

Contributors include Howard Jacobson, David Aaronovitch, Charlotte de Rothschild, Bryan Appleyard, Tom Parker Bowles and Lionel Shriver.