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New free mag Balance launches to capitalise on London’s mindfulness obsession

Today (11 April) sees the launch of free magazine Balance, which aims to reach 200,000 Londoners with content on mindfulness and wellbeing.

Issue one features actor and so-called ‘spiritual geezer’ Idris Elba as the cover story, with ex-Loaded editor Martin Daubney conducting the interview.

Other stories include ‘Are you having conscious sex?’ and a column on new-found healthiness by it-girl Sadie Frost. The mag is targeting those ‘who care about themselves, their family, their society and ultimately, the planet’.

Like stalwart titles such as Time Out and Stylist, the EMP-published Balance will be hand distributed outside more than 100 London Underground stations on its monthly Monday release date. It will also be available to pick up at Planet Organic, Harvey Nichols and Revital stores.

Rashmi Madan has been named as editorial director of the title, having previously overseen publications such as Slimming Magazine, Mother & Baby and Celebrity Bodies at EMAP.

Editor Sophie Scott, who is also a qualified counsellor, life coach and a trainee psychotherapist, said: “Mindfulness has become a bit of a buzzword over the last year, but it couldn’t be further from a trend. Living on autopilot was simply never in fashion. Balance aims to provide everyday inspiration for the conscious, connected Londoner. The magazine is packed with insights and practical tools, courtesy of some of the world’s leading experts.”

A number of ‘surprises’ have been planned to celebrate the launch issue around the capital today.

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Katie Deighton

Katie Deighton is The Drum's video reporter and researcher, covering the marketing and media industries through film (and words).

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