New lifestyle glossy targets old readers of the Face and i-D

LONDON - A glossy new lifestyle magazine, aimed at the generation of readers who cut their teeth on the Face, i-D and Sky, launches this autumn.

Entitled Wallpaper, the bi-monthly magazine targets city dwelling, upmarket 25- to 40-year-old men and women and offers a mix of features on interior design, entertaining and travel.

The magazine, which claims to have identified an entirely new niche in the market, will cost pounds 3 and is due to hit the newsstands on 5 September, backed by a pounds 500,000 in-house ad campaign.

A number of high-profile advertisers have already signed up for the debut issue, including Absolut, Versace, Gap, Habitat and Harvey Nichols. A run-of-paper full-page ad will cost pounds 4,500.

The initial print run has been set at 90,000 and the magazine is aiming for a settledown circulation of 40,000.

Wallpaper is the brainchild of the Canadian-born journalist, Tyler Brule, and his independent publishing company, Wallpaper Media. Its contributors are drawn from Vogue, the Financial Times and the Sunday Times.

The magazine is divided into five regular sections: the Space, an contemporary look at interior design; the Event, a guide to entertaining; the Trip, a snapshot of the best markets, shops and hotels; the Reportage, a correspondent’s view from an unlikely destination; and the Escape, which is about getting away from it all.

Brule said: "Wallpaper has been created in response to a new generation of lifestyle consumers who continue to redefine the way they live."

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