MEDIA: Emap unveils Sneak mag

Emap this week revealed its latest tilt at the youth market as part of a series of launches and editorial changes.

Formerly known only as Project Monkey, Sneak magazine is to launch on 30 April.

The publisher has also announced a new editor for one of its most established UK titles, Elle, and a brand extension for the internet arm of one of its best-known products, FHM.

The weekly Sneak will target teenagers with a mixture of celebrity stories and gossip - hence its nickname of 'Smash Heat' among competitors. Emap Performance already has Smash Hits and Bliss, while adult celeb mag Heat is owned by Emap Elan.

Former Sugar editor Jennifer Cawthron, who will edit Sneak, said: 'It will be cheeky and irreverent and have the confidence to love or loathe the headline-grabbing music and TV stars who have real relevance to gossip-obsessed teenagers.'

Sneak deputy editor is Michelle Garnett, formerly of Worldpop.com, and features editor is Leo Roberts, who was also on Sugar. Style editor is Ruby Shepheard and managing editor is Jacqui Gibbons.

Meanwhile, Sarah Bailey has been appointed editor of Emap Elan's 210,800-selling Elle.

Hired by former editor Fiona McIntosh, Bailey has spent four years on the title as editor at large, responsible for features and interviews.

She also instigated the Street Style section, and more recently was launch editor of the spin-off Elle Girl. She also edited Emap's youth magazines J17 and Minx.

FHM.com, the website based on Emap's market-leading lads mag, has launched a web TV channel that will feature unique downloadable and streamed content.

FHM.com is edited by Dave McLaughlin and the new web TV service is to be updated weekly by dedicated editorial staff. Celebrity interviews, behind-the-scenes footage from FHM photoshoots and other one-off video features are promised.

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