Online women's weekly Whisper Mag to launch

LONDON - Two former Maxim employees are launching an online women's weekly magazine next week targeting 'real and down-to-earth girls'. will contain short articles plus one longer feature each week, as well as reviews and columns across a range of topics.

The emag will cover music, fashion, sex, beauty, guys, girls, the best of the web, current events, gadgets, and some celebrity.

It will be published every Thursday, targeting UK women aged 18-30; most of the content will be made interactive with links and videos.

The mag is edited and published by Liz Moores and Natalie Woodcock who met while working on Maxim International at Dennis Publishing.

Moores was a Maxim International executive and Woodcock worked as the publishing services manager.

Moores said: "Understanding the limitations of traditional print magazines in today's technological climate -- and embracing the publishing industry's shift towards the use of digital media -- Whisper Mag combines the best of both worlds; the regularity and impact of a weekly online magazine that is built around the multimedia opportunities of online publishing." has no registration obligation or fee and generate revenue from the sale of advertising space, advertorials and sponsorship.

Woodcock said: "Liz and I realised that there wasn't a magazine on the newsstands or, more surprisingly, online that we felt represented the way young woman are today.

"The women we know are funny and intelligent -- so why patronize them by bombarding them with celebrity nonsense and ill informed reviews?

"Whisper Mag was born from this idea and everything we feature, from fashion to cool websites, is desirable yet attainable." is out on May 29 and is being launched using the Netgenie Website Management System from Genie Group.

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