Mike Ironside to launch magazine for well-off Londoners

Ian Darby Campaign 26-Jan-07

Mike Ironside, the former managing director of The Mail on Sunday, has emerged as the managing director of a new company launching a weekly London lifestyle magazine.

So London, which will have a print run of 75,000 and will be distributed
via bookstores, is positioned as a lifestyle title for well-off
Londoners. It will have a cover price, but this has yet to be set.

The title, which will also have a limited overseas circulation, is set

for a spring launch and will cover culture, art, theatre, cinema and
home entertainment. It will be edited by Christena Appleyard, a former
editor of the Daily Mail Weekend magazine. Mike Allen, the former head
of newspapers at Mirror Group Newspapers, becomes the commercial
director for So London.

The magazine is backed by Steven and Jennifer Rigby, a husband-and-wife
team who were looking to invest in a magazine title. Ironside said it is
targeting automotive, travel and technology advertisers, as well as the
property market.