According to NatMag, its revamp of Reveal follows research showing that Britain's fascination with celebrity lives has matured, leading readers to want more for their money than simply gossip.
The rebrand and ad campaign are intended to help the magazine buck the falling popularity of celebrity titles.
The most recent ABC results, covering the latter half of 2007, showed Reveal's circulation was down 5.6% year on year, to 326,057. The next set of ABCs, due out this week, are expected to contain equally grim news.
The title is repositioning as a 'celebrity magazine written by celebrities' and has signed up a host of 'star' writers, including chef James Martin, 10 Years Younger presenter Nicky Hamble-ton-Jones, actress Martine McCutcheon, and TV presenter Vanessa Feltz, who will be the magazine's agony aunt.
A television campaign, breaking on 18 August, will feature 10 executions. The ads star many of the magazine's celebrity writers in the workplace. The TV push will be supported by press ads.
The cover price for Reveal, which will also sport a refreshed look and overhauled cover intended to better showcase its contents, will remain at £1.20.