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NatMag has announced its partnership in the launch of the UK Diet Club , an online dieting service.

The club, run in conjunction with Tesco, will provide an online diet function for 12 of NatMag's , ACP-NatMag's and Hearst Digital Network's brands, including Prima, Good Housekeeping, Cosmopolitan, Reveal and Handbag.

The Hearst Digital Network will be responsible for selling advertising on the site.

Each magazine will have a specific URL - such as primadietclub.co.uk - taking consumers to a branded page where they will be able to sign-up to the paid-for service.

Following sign-up, users will then arrive at the UK Diet Club homepage, which will offer diet advice and support utilising a few community features such as blogs, chat rooms and message boards.

Duncan Edwards, chief executive, of NatMag, said: "As part of our commitment to make NatMag brands as important to consumers online as they are in print, we are continually looking for new additions to our rapidly growing portfolio of online properties.

"The UK Diet Club has not only been created as a brand in its own right, it also provides a comprehensive diet club for 12 of our existing websites."

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Written by
Oliver Luft

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