New London free lifestyle glossy magazine aMuse plans April 30 launch

Travellers around London can end up loaded to the gunwales with free publications – Metro, the Evening Standard and Shortlist to name but a few – and now there’s another, aMuse.

aMuse offers what it calls “a unique mixture of arts and culture, fashion & beauty, shopping & lifestyle” and will target affluent women. The weekly magazine launches on April 30 and seems aimed squarely at the Evening Standard’s ES Magazine which also targets West London-based Sloane Street shoppers.

Publisher and boss of aMuse Media is Stephen Murphy who launched Square Mile magazine in the City financial district in 2005. “Free magazines are a major part of the evolving media landscape,” he says. “When we launched Square Mile in 2005, the only free media was Metro. Nearly seven years on, advertisers appreciate the benefit of free. We invest in content and quality – that brings the readers – and then the advertisers follow.”

aMuse will be edited by Sasha Slater, a former editor of ES Magazine, with Arabella Preston as all-important beauty editor (for advertisers anyway). aMuse says Preston is the Duchess of Cambridge’s make-up artist (for special events and not every morning presumably).

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