Kirsty Mouatt, deputy editor of OK!’s celebrity gossip spin-off Hot Stars, is to be the editor of Richard Desmond’s new celebrity title.
The project is being kept under wraps even though sources say it is likely to be launched later this month.
The new launch will not be in a small Glamour-style format. It is believed to be hoping to attract a similar audience as Now – following its success as the biggest selling showbiz weekly. It will also be in the same market as Heat – which was the inspiration for Hot Stars. Prior to working on Hot Stars, Mouatt was assistant editor of the Express Saturday magazine.
Paul Ashford, editorial director of Northern & Shell, told Press Gazette: “It is going to be extremely good. We have launched celebrity magazines before and in the long term I say it could become bigger than OK!
“OK! dominates a very select part of the market and I can imagine the new launch doing the same in its own part of the market.” Dummies have the working title ON.
Mouatt’s deputy will be Ceri Roberts, formerly of More!
By Ruth Addicott