So London offers readers a fix of 'shameless luxury'

A new weekly lifestyle magazine targeting “the discerning brand-conscious Londoner” has hit the newsstands and boutique coffee tables of the capital.

Edited by former Associated Newspapers senior editor Christene

Appleyard and retailing at £2.95, So London will be a glossy weekly targeted at the high-end, ABC1 Tatler readership.

With its focus on high culture, property and “shameless luxury”, the magazine aims to occupy what has been identified as a hitherto vacant niche for a “truly metropolitan” publication.

The venture has been launched by former managing director of the Mail on Sunday Mike Ironside. He told Press Gazette that property sales, which account for up to 50 per cent of the magazine’s revenue, were the key factor in opting for a weekly distribution: “The problem with monthlies is that houses are often sold by the time of publication.

Going weekly means we can be more dynamic and become a weekly live property magazine.”

Estate agents such as Savills, Property Vision and Foxtons are on board, while advertising clients include Porsche, Blackberry Pearl and British Virgin Islands.

While property will feature significantly in So London, Appleyard insisted: So London offers readers a fix of ‘shameless luxury’

“Most of all, we hope to have created a new home for good writing.”

She added: “The core of So London magazine is dedicated to keeping you up to speed with the cultural life of the capital. As well as arts and books, there will be a fresh emphasis on philanthropy and the auction and modern arts worlds, which today play such a prominent role in London life.”

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