British Sunday newspaper The Observer is to launch a new monthly food magazine in a new bid to attract readers.

Observer Food Monthly, a 68-page tabloid colour title slated for release in early summer, aims to exploit the current fashionable status of all things food, featuring celebrity-focused articles and regular columnists. It also follows the success of sibling magazine Observer Sport Monthly which, since its launch last May, has helped The Observer raise its circulation by 7.48% year-on-year, the fastest growth of any Sunday broadsheet.

“OFM will be lifestyle meets food meets celebrity and with such a broad appeal will, like OSM, bring a significant number of new readers to the paper,” hyped Marc Sands, marketing director of Guardian Newspapers . Observer editor Roger Alton also enthused: “OFM will be an original, stylish and innovative addition to the world of food journalism, tackling the subject matter in its broadest sense.”

The new title will be edited by Lucy Cavendish, who will move from her current post as features writer for the Sunday Telegraph.

An ad campaign by Ogilvy & Mather will support the launch.

News Source: CampaignLive (UK)