Michael O'Doherty, publisher of magazines TV Now and VIP, will launch a women's lifestyle and fashion magazine on 15 October despite the major downturn in the Irish economy and slower advertising spending. The magazine will seek to pinch market share from Irish Tatler and Image.

Stellar, aimed at women aged 18 to 34, is the latest brainchild of O'Doherty, who also publishes Kiss. The price and page numbers of the monthly glossy have yet to be decided but according to editor Susan Vasquez it will be "kind of like an older version of Kiss".

Vasquez is the former editor of Kiss, Ireland's magazine for girls aged 14 to 17. Launched in November 2002, it had a monthly circulation of almost 21,500 last year. At the time of the launch, O'Doherty saw a gap in the market for a pocket-friendly teenage magazine, similar to Bliss and Sugar, featuring clothes and beauty products available in Ireland. Stellar, however, will take on the range of Irish women's magazines already on the shelves.

Both TV Now and VIP have been on the market for over eight years and have healthy circulation figures. O'Doherty was also was also behind the failed Gay Ireland (GI) and Stars on Sunday tabloid.