Eyden was shortlisted at the British Society of Magazine Editors Awards last year and will take up her new position at IPC’s Blue Fin building in February 2011.
Eyden takes over from Victoria Kennedy, deputy editor, who was made acting editor when Abigail Blackburn, Now's previous editor, stood down in May.
Eyden began her career on newspapers at the Daily Express before becoming entertainment editor of Night and Day, The Mail on Sunday supplement. She later became part of Reveal's launch team at NatMag where she spent two years as celebrity editor.
Later headhunted by the Daily Mirror, Eyden was made assistant features editor in charge of showbiz interviews for the newspaper.
In 2007 she took the role of deputy editor for the launch of Fabulous, which replaced the News of the World's Sunday TV magazine. She was promoted to editor 10 months later.
Sandy Gale, IPC Connect publishing director, said: "Sally brings with her a brilliant track record in celebrity, and the contacts book to match. Our readers attach huge value to the celebrity access, in-depth analysis and trusted opinion Now delivers every week – it's why they are prepared to pay a premium price for the magazine."
Eyden said: "There aren't many jobs in the magazine industry as big as editing a brand like Now.
"I am thrilled to be joining the team and I'm looking forward to the challenge of editing a magazine with such unparalleled heritage, trust and reader loyalty on the UK newsstand."
In the latest ABCs, covering the first half of 2010, . This was down 14% from the second half of 2009, and down 12% year on year.
In August, Fiona Dent, managing director of Now, said the redesign at the end of the ABC period was already having a positive effect on sales.
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