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Glow, which was launched this week, is aimed at high-spending customers and features celeb-slanted editorial about film, music and sport.

One of two versions of the title will be mailed to 500,000 customers on a quarterly basis, depending on whether they are a pay-monthly or pay-as-you-go customer.

A second, as yet unnamed, title, targeting younger pay-as-you-go users and featuring 'irreverent' content, will be issued as a trial in June.

Orange's sponsorship activity tends to be focused on film, music and literature. This summer it will be official communications partner for the Glastonbury and T in the Park music festivals.

It is also launching a Star Wars-branded mobile pack and tariff to back its sponsorship deal with LucasArts, the films' producer.

Orange has also put the multimillion-pound digital marketing account for its business division out to pitch. The account is handled by several agencies, including Craik Jones, AKQA and Full Six. However, Orange has contacted a number of digital and direct agencies to discuss its strategy.