The publisher is investing £12m in the launch and plans to break even within three years. It has targeted a circulation after one year of between 150,000 and 200,000 copies.
The marketing campaign supporting the launch is headed by Kerry Tasker, the marketing director of Emap Consumer Media. It is believed a sampling and advertising campaign is planned to kick off next week.
First will expand Emap Entertainment's existing women's weekly stable of Heat, Closer and Grazia. It is expected to provide a less celebrity-obsessed and more intelligent take on the news in order to appeal to mothers who are or have recently returned to work.
Louise Matthews, the managing director of Emap Entertainment, said the First reader is "half a life stage on from the Closer reader, and much more interested in the world that her children will grow up in".
It is edited by Julian Linley, deputy editor of Heat between 2000 and 2005. Advertising will be overseen by Richard Phillips, who took the role of head of market for women's weeklies in the recent restructure at Emap Advertising.
Paul Keenan, chief executive of Emap Consumer Media, said: "Our reputation and portfolio will be further enhanced by the arrival of First."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
