New Travel Title Swans Into Women’s Magazine Market

The women’s monthly magazine market is set to face further competition with the launch of a new glossy lifestyle title from Sibella Publishing.

The new title, which is developing under the name Project Swan, will have a cover price of £3 and a first issue target circulation of 60,000.

The magazine, which is set to compete with InStyle and Vogue, will launch early this month and is intended to be an aspirational read aimed at 28 to 35 year old women, who love the glamour and excitement of mini-breaks. The magazine is hoping to capitalise on the so-called “EasyJet set”, which it identifies as cash rich, time poor women in their 20s and 30s, who enjoy travel and fashion.

According to Sibella, the magazine is “hip hotels meets Goldfinger” and will feature travel, fashion and celebrity features as well as high profile celebrity columnists.

The new title is to be edited by Tammy Butt, deputy editor of InStyle magazine and former editor of More.

The new women’s monthly is the first launch from Sibella, the independent publishing house created by former Loaded editor John Perry, ex managing director of Loaded, John Aldred, and Tammy Butt. Project Swan is the first of a portfolio of titles scheduled for launch over the coming year.

The new launch will be welcome news to the wider magazine market, after Natmags’ Your Home magazine and IPC’s Muzik announced they were to fold this week (see IPC Ignite Pulls The Plug On Muzik Magazine).

Sibella Publishing www.sibellapublishing.com

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