Northern & Shell backs OK! USA launch with $100m drive

LONDON - Northern & Shell has committed $100m (£57.5m) to the launch of OK! USA, and claims that it will be the biggest magazine publishing launch in American history.

OK! USA, which has hired the former Carlton TV chief executive Martin Bowley to spearhead the launch, will debut with an initial print run of about 1.3m copies. N&S has established more than 106,000 retail outlets for the title.

OK! USA will be supported by an ad campaign, which will include posters, print and TV, breaking in early August with the magazine launching later that month.

Stan Myerson, joint managing director of N&S, said: "We have received the most incredible support in the US, not only from the news trade and advertisers but also from the many celebrities we have approached.

"All of them tell us that they have been awaiting OK! USA, with its unique style and celebrity-friendly format, for a very long time. Everybody is looking forward to the launch."

Sarah Ivens, deputy editor of OK!, is working as a consultant editor in New York.

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