Project Florence, the latest magazine from Gruner + Jahr (UK) ­ publisher of Prima, Prima Bay and Vitality ­ is scheduled to hit the news stands later in the year. G+J's publishing director Fiona Marcar said: "The new magazine will offer 30 something women something worth reading. It is designed to interest women who have graduated from the young women's titles they read in their 20s, but are not yet ready to move to the older women's titles." G+J also hopes to attract the more intelligent, well-read woman. "It will be produced for women, by women who will want to read the magazine themselves," added Marcar. {{CTN }}