Scottish and Universal Newspapers, part of Trinity Mirror, is targeting ABC1 women aged over 30 with a free bi-monthly glossy magazine to be launched on 24 November.
Edited by Alison Lowson, WM Scotland will focus on fashion and lifestyle and has a dedicated Glasgow-based editorial team. More than half its content will be original, with the rest culled from other group publications, such as sister title WM Wales, which is published in Cardiff.
WM Scotland will be distributed at Sainsbury's, Asda, Safeway and Tesco stores.
It will have a 31,000 circulation in Greater Glasgow, rising to 62,000 when Greater Edinburgh is added in April/May.
Kevin Gallagher, group development manager, said that increased consumer activity at the higher end of Glasgow's retail sector demonstrates that the readership exists.
He said: 'Apart from tweedy-filled titles and tittle-tattle ones, the women's market in Scotland is only served by traditional newspaper products.' He added that this left a gap for an upmarket magazine, although 'there is not room for a full-on paid-for title'. The tone of WM Scotland would be 'not mumsy, quite edgy, a bit irreverent'.
Content is not exclusively Scottish, Gallagher insisted. 'We want as much (input) as possible from London-based people looking to upgrade their PR activity in Scotland.'
