The Journal in Newcastle is to launch a new magazine, focussing on the area's up-and-coming arts scene, in a bid to attract new readers and increase sales.

The regional newspaper will unveil the first issue of Culture on January 25, and the full-colour glossy magazine will then be distributed free with The Journal once a month.

Journal editor Brian Aitken said the newspaper had seized an opportunity presented by the North East's cultural renaissance, which has seen the opening of a number of major arts venues.

He said: "We felt the region could support a dedicated arts magazine that reflected the enormous interest in culture in the region.

"It says a lot about the ambition and confidence of the whole region – as well as The Journal – that Culture has been launched."

The magazine has been produced in-house by Journal staff, led by assistant editor Huw Lewis, and arts and entertainment editor David Whetstone will edit the new title.

Former Mail on Sunday and Sunday Mirror writer Tamzin Lewis has also been recruited to work on the title, along with arts writer Sam Wonfor.

The 64-page magazine will also go on sale at newsagents with a £1.30 cover price and an initial print-run of 65,000, but editor Brian said the primary aim of the magazine was to generate sale and interest in The Journal.

He said: "The Journal reaches an aspirational up-market audience who want to enjoy the higher quality of life the North East offers, and have the money to do so.

"Culture fits very closely into our brand identity and extends significantly the offer we make to readers."