The Daily Mail revamps its Saturday Weekend supplement

LONDON - The Daily Mail is revamping its Saturday Weekend supplement this weekend (30 January) as it looks to adopt the content and look of a women's paid-for weekly title.

The Daily Mail revamps its Saturday Weekend supplement

Delia Smith will feature as the cover star as part of Satuarday Weekend's celebration of five decades of the celebrity chef.

As part of the revamp, Weekend will have a focus on real-life stories and will shift some of its features from the back to the front of the magazine.

Pagination is expected to be upped from around 70 pages to 80 pages over time.

Ella Dolphin, head of magazines at Mail Newspapers, said the new-look supplement will boast a "fresher" and "more contemporary" feel.

The revamp comes ahead of the Daily Mail launching a major national advertising campaign with creative by M&C Saatchi.

The month-long press and TV campaign begins on Sunday (31 January) and will feature different creative each day in the first week.

The ads will look  to showcase the mid market 50p newspaper's weekday supplements, namely Monday's Life & Style, Tuesday's Good Health, Wednesday's Money Mail, Thursday's Femail and the It's Friday section at the end of the week.

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