Emap, the UK Mags giant, is giving away a staggering 1 million copies of its latest celebrity magazine as part of a £10m promotional push. In a bid to get readers hooked on the magazine, an army of sales staff will be handing out copies of Closer at railway stations and shopping centres across the country from today.
The promotion Emap's the biggest since its launch of Red 5 years ago.
Judging by the sample issue, Closer is targeting female readers with features on Catherine Zeta Jones' love life and Liz Hurley's weight loss plus plenty of Daily Mail-style health and fashion tips.
But the real story is rumours in Paris about Emap's intention to drop his 25-years long partnership with French publisher Hachette, known as "FHM" in the US. Emap is publishing Hachette's Elle, New Woman and Red in the UK, and it isn't clear if it will buy 100% of the French-owned mags, or if Closer is supposed to replace them.