Mystery London freesheet to launch in 2010

Just when it appeared that the London freesheet market was becoming a monopoly, a new publication for the capital is reported to be on the horizon.

However, mystery surrounds proposed title The London Weekly, which is understood to be launching at the beginning of February.

A holding page for the publication informs readers that a website will go live on 20 December, with 250,000 newspapers to be circulated each week.

It also claims The London Weekly will be "the only free newspaper in London covering light entertainment, gossip, politics, health, music and fashion".

A media pack, prepared for potential advertisers, has been seen by The Guardian. According to the pack, the publisher is Global Publishing Group, but little is known about the company. It has been set up by five private investors, who claim to have raised £10.5m to launch the title.

It did not return requests from PrintWeek, or The Guardian, for information.

The media pack is reported to say that the publication will be handed out on Friday and Saturday mornings outside all mainline tube stations, while "an official press release will be made next year with all details of the new title".

Other claims made in the pack include the launch of an awards ceremony to take place in September 2010.

The news comes shortly after the Evening Standard announced "dramatic" plans to move to one issue. The early issue of the newspaper has been dropped and all 600,000 copies will now be the West End Final edition.