Observer chooses next launch

The Observer has produced dummies of several magazines from which it will choose its next launch, following the success of the glossy Observer Sport Monthly and Observer Food Monthly, writes Jean Morgan.

Editor Roger Alton said he had looked at music, relationships and fashion and style subjects. But he denied that he was set to launch OMM – Observer Music Monthly – with Louise France as editor.

“Louise did some work, like a lot of people here, on some of the dummies but there is no definite decision,” he said.

“The dummies are literally sitting here in my hands but I’d like to play around with other ideas as well.”

Alton added: “On a scale of one to 10 on how far down the line we are, we are three and a half to four – in other words there is quite a way to go before making a final decision about what to do and when.”

Jean Morgan

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