The magazine will mix weightier stories with Closer's formula of celebrity gossip and real-life stories, to cater for an audience of women who have had babies and are resuming their careers.
The launch is being seen as an additional read, adding to the audience Emap reaches through More, Heat, Closer and Grazia
Louise Matthews, the managing director of Emap Entertainment, described the readership as being their mid-thirties and settled in the suburbs with children around the age of five.
"She's half a life stage on from the Closer reader, and much more interested in the world that her children will grow up in," Matthews said.
Julian Linley, the deputy editor of Heat, has been lined up as the editor for the launch, which has the working title of Project Jackie.
The publishing director is Sophie Wybrew-Bond and the commercial director is Richard Phillips.
With this launch, Emap will have brought out four weekly titles since 2001, when it announced it would invest £50m in consumer magazines.
Closer was launched in October 2002 and has risen above stablemate Heat and IPC Media's Now to take second place in the celebrity sector behind Northern & Shell's OK! with a circulation of 577,818, up 7.1% over six months.
Lad's weekly Zoo appeared in January 2004 and is now selling 260,470, around 45,000 copies less than IPC's Nuts.
The newest title, Grazia, was launched in February last year and applied a weekly formula to the glossy fashion sector. It has built a circulation of 170,783, beating its launch target of 150,000.
IPC has been the other driving force behind new launches, coming out with Nuts, real-life title Pick Me Up and A5-sized TV listings guide TV Easy.
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