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So London magazine closes after just two issues

by Mark Banham, Brand Republic 29-Mar-07, 09:20

LONDON - So London, the upmarket weekly magazine targeting the affluent in the capital, has ceased publication after just two issues.

The magazine launched with a fanfare this month, stating that it would deliver its readers with shameless luxury, but that promise has proven to be short-lived. A statement from the publishers is expected at 11am today.

So London was set up by Mike Ironside, former Mail on Sunday commercial director, and edited by Christena Appleyard, former Mail on Sunday lifestyle writer.

The magazine had been backed by Sir Peter Rigby, the owner of global IT company SCC. It had an initial print run of 75,000 copies and had a cover price of £2.95.

So London was initially backed by advertisers including Porsche, Volvo, Blackberry and gin brand Bombay Sapphire.

At the time of its launch, Ironside said the magazine would target automotive, travel and technology advertisers, as well as the property market.

The title had been distributed through bookstores and was also set to have a limited overseas circulation. Subjects covered in the magazine included culture, art, theatre, cinema and home entertainment.