Not Another Freesheet! How very Amusing…

Amuse_MagazineJust when you thought you couldn’t fit any more free sheets into London…Meet the new monthly glossy freebie that will be circulating in London this month, Amuse. The magazine will be published by Amuse Media, an independent media company based in Covent Garden.It’s set to be an exciting launch, taking the likes of Stylist and ES Magazine head on. Are we sceptical? Well of course we are. Although the flat plan looked beautiful, this is not an easy place to be. Londoners are at saturation point with the amount of paper being shoved into their hands on their way to work and on their way home. How much more print media can Londoners possibly consume before they, well … explode?But perhaps I am being overly cynical, British fashion is currently on a high and everyone wants more, more, more. Sasha Slater, former editor of ES Magazine, has taken on the role of editor and Stephanie Hirschmiller, former editor of HarpersBazaar.co.uk, has assumed the role of deputy editor.Amuse will offer a mixture of arts and culture, fashion and beauty, shopping and lifestyle, all with a focus on what's happening right now at the heart of the city.Overseeing the beauty pages will be Arabella Preston and Bethan Cole, who have been appointed to the roles of beauty editor and beauty columnist respectively.Other columnists include Sadie Frost and Iris Law, Vogue's Lauren Cochrane, the restaurateur Rowley Leigh, wine critic Victoria Moore, interior designer Kelly Hoppen, and fashion designers David Koma and Alessandra Rich.A distribution of 100,000 copies will be handled by uniformed merchandising teams handing the magazine to commuters at 75 central London tube stations, and 20,000 copies will be available for self-selection in a variety of health clubs, spas, city offices and first class airport lounges.The launch issue will include interviews with Gwyneth Paltrow, Stella McCartney, Norah Jones and Selfridges' Alannah Weston.Alongside print, the offering will include digital and social media, as well as an app due to launch in September.What are the positives? Glossy, and comes out the last Monday of every month to coincide with pay day. London only with good fashion and beauty credentials (if the editors are anything to go by).Downsides? Do the consumers care? Yes, women love Stylist, are they looking for a monthly fix in addition to their weekly. Time can only tell…

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