A new Saturday paper will be launched in Kent this weekend.

Published by KOSMedia Ltd, which also owns Kent on Sunday, the Saturday Observer will increase the group's readership across the weekend at a key time for advertisers.

The free paper will be available from supermarkets and petrol stations across Kent and will feature the county's news from the previous day as well as interviews and columnists linked to Kent.

Editorial director Ian Patel said: "Kent is already well-served in terms of community news by its local papers, but Kent on Sunday and the new Saturday Observer aim to continue raising the standards of regional newspaper reporting at the weekend, when most people have the time to digest it."

With an initial print run of 35,000, the new paper will cover and celebrate all things to do with Saturday life and preparing for the start of a weekend.

Concentrating on hard news and sport, the Observer will be aimed at a slightly younger audience than Kent on Sunday, which concentrates on in-depth reporting and analysis of the major issues in the county.

As well as in-depth county and nationwide sports coverage county, the Observer will also focus on leisure and shopping around the county.

Managing director Paul Stannard said: "It has always been our plan, after the early successes of Kent on Sunday, to reinforce our coverage of news and sport at the weekend. These two titles are a truly a unique combination for readers and advertisers."