The magazine's Big On TV supplement and lucrative mail order ads will also be axed, as the magazine repositions itself within the celebrity weekly market.
"They want to take out the mail order ads in order to take it upmarket," one senior advertising executive said. "But to do that you have to be very confident you can bring in the brands." The mail order ads are understood to bring in £26,000 per page, reflecting NoW's six million plus readership.
NoW editor Colin Myers admitted that Sunday, launched 20 years ago, had lost its way.
"Magazines are the most improved sector of the British media market," he said. "Sunday magazine hasn't kept pace with the dramatic changes. That's why we have put together an experienced team of journalists and designers to produce a new magazine that is more relevant to our readers and advertisers."
An insider further revealed that Big On TV was being folded into the new magazine because "they are looking to make it drive sales rather than just add value".
The move upmarket was signalled in July when Mandy Appleyard was appointed editor. At Emap, she worked with Jane Johnson, NoW deputy editor, on the launches of Closer, First and Grazia. Sally Eyden, assistant features editor of the Daily Mirror, has been appointed her deputy.
Agencies welcomed the news. Mediaedge:cia account director Kevin Ayadassen said: "It would provide a great platform in terms of reach."
ZenithOptimedia's Nik Vyas agreed: "It presents us with a much better quality environment for our brand advertisers."
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