Popworld Pulp, which debuts in April, will have an initial print run of 120,000 and is aiming for copy sales of 40,000 - around half that of NME and Kerrang!, which have circulations of 74,206 and 80,186 respectively.
The new title, produced in partnership with the Channel 4 music show of the same name, is aimed at 16 to 21-year-olds and is the first paid-for mainstream music weekly to be launched since Kerrang! switched from fortnightly to weekly 20 years ago. A dummy issue shown to agencies featured indie rock acts such as Arctic Monkeys and The Killers on the cover.
Darren Styles, chief executive of Brooklands, said: "It'll be more irreverent and less judgemental than the NME, but will feature something like seven of their 12 core bands quite regularly." He added that Emap's closure of Smash Hits last year had left a gap in the market.
Developed at a cost of £1m, the title is Brooklands' most ambitious project to date. The publisher restructured its business, closing four Channel 4-branded magazines, to prepare for the launch.
Nik Vyas, group press director at ZenithOptimedia, said: "The music sector feels like it's been heavily sedated for some time now and is crying out for change.
"From what we've seen so far, this will combine the fun of Zoo with the music credibility of NME."
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