Stella inspires fashionable ST magazine launch

The Sunday Telegraph is to launch a free glossy magazine in September.

The new offering, ST Fashion, is a response to the success of its fashion weekly Stella, and will be distributed free with the newspaper twice a year.

Telegraph magazine sales director, Rory Betts, said: "The premium end of fashion hasn't taken to the web in the same way as other subjects.

"These advertisers are sensitive to the publication's environment. In a magazine the ad will be near relevant editorial, and big name designers.

"Websites struggle to maintain this kind of environment because of the speed with which people consume it."

The magazine brings together writers from several Telegraph Media Group publications, and is intended to showcase the group's best fashion writing.

It will cover new season trends and will contain some tongue-in-cheek editorial.

Betts did not rule out the possibility of a web version of ST Fashion, but emphasised that print was their main concern at present.

"We're investing in lots of different areas and making the most of all the media we represent," he said.

"Sometimes you'd think the only medium in the market is digital, and that there was nothing else."

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