World: Medium of the week - Magazine's readers aspire to live in Trump's world

The magnate's eponymous luxury lifestyle title aims to woo an upmarket audience. Now that he has conquered US television, the property tycoon Donald Trump has set his sights on the nation's newsstands.

Even outside the US, where he is a national icon, Trump is a walking brand name. Visitors to New York can't help getting an eyeful of the Trump Tower - a magisterially kitsch gold skyscraper; ex-trophy wife Ivana still makes the fashion pages and aspiring property magnates everywhere slaver over his Monopoly-esque collection of hotels and casinos.

So perhaps it is not surprising that the man they call "The Donald" has launched a luxury lifestyle magazine, Trump World. The magazine has a print run of 200,000, with 50,000 copies distributed around Trump's hotels and casinos and the remainder sold on newsstands or via subscription.

It made its debut in September and will appear bi-monthly, with a cover price of $5.99.

Trump World's publisher and editor, Michael Jacobson, says he wants to "take the magazine international in 2005". Jacobson worked for the American magazine publisher Lockwood before launching his own company.

He approached Trump after staying in one of the tycoon's hotels in Atlantic City, and noticing that "not only was there not a Trump magazine, there were no magazines of any kind". Jacobson and Trump piloted Trump World in 2003, printing 85,000 copies and limiting the circulation to Trump-branded properties. But after the success of The Apprentice - the hit reality TV show in which young hopefuls compete for the opportunity to work for Trump's organisation - the pair decided to turn it into a newsstand product.

Editorially, the magazine covers everything from private jets to Kentucky bourbon, via photos by Coco Chanel. Trump has a final sign-off in every issue.

"We have two distinct target markets," Jacobson says. "First, you have the people who are staying in Donald's properties and are already living the Trump lifestyle. Aged between 25 and 55, they are from the wealthiest 5 per cent of the country's consumers.

"Then you have the kind of people who watch The Apprentice. They are young and ambitious, and aspire to the Trump world."

Jacobson, who is based in New York along with the editorial and ad sales teams, says advertising takes up 60 per cent of the 112-page first issue.

He adds: "We'll come right out of the gate with a profit, but I feel some of the biggest fashion and lifestyle brands are waiting to see how the magazine does.

"I'm confident that once they see what we've got here, they'll want to get on board."

One New York media buyer comments: "The magazine will have a successful few months on the back of the television show, but it remains to be seen whether it's got legs. I can see how it might appeal to people who want to be rich and famous."

Frequency: Every other month

Circulation: 200,000 (initial print run cited by publisher)

Cost of a full-colour page: $24,800

Typical advertisers: Chrysler, Rolex, Prada

Topics