Launching a male-specific lifestyle supplement marks a departure for the paper, which has a female reader bias.
Martin Clarke, executive editor at The MoS, who is heading the project, declined to comment on details, but Media Week understands that the supplement is due to be launched on 9 October with a new name and in a smaller format.
According to industry sources, bosses at the newspaper hope that the new-look supplement, which is backed by an £8m investment, will increase circulation by 3 to 5%.
The title will cover film, music, travel, cars and gadgets and it is hoped the magazine will attract lapsed readers.
Claudine Collins, the press director at MediaCom, thinks the new magazine will go down well with readers. "They didn't have anything for their male readers and that was the one thing they really needed to do," said Collins. "When Associated do something, they really do it well and I am quite excited about it."
Night & Day editor Christena Appleyard stood down last month after seven years at the helm, reportedly because of the change in strategy.
Some pundits believe Night & Day was too similar to its sister title, You Magazine.
The MoS recorded a circulation of 2,261,511 in July's Audit Bureau of Circulation, up 0.36% on June, but 6.27% down on July last year.
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