Time launches a new section, Global Adviser, on 6 October. Targeting an audience pinpointed by the magazine as the "new global mobile elite", Global Adviser aims to be a companion to frequent flyers and high flyers whose professions enforce a rather nomadic existence. In other words, those whose designer wallets and handbags groan under the weight of as many air mile loyalty cards as credit cards.
The editorial of the new section will seek to tap into the leisure interests of its audience as well as appeal to them in a family context. So help is at hand if readers are relocated to a new city: Global Adviser will include advice on schools as well as the logistics of taking the family pet.
Global Adviser will also suggest ideas for time out in the world's major business cities by profiling new clubs, bars and hotels, as well as where one might be able to squeeze in a round of golf. and what books will while away the tedium of a long flight.
Time's rivals have their own equivalents of Global Adviser. Its closest competitor, Newsweek, has Periscope, a long-standing section of the magazine which has appeared in one guise or another since 1937. This rounds up items of miscellany, from cinema releases to book reviews.
Fortune and Businessweek tend to stick to a more corporate agenda in their front sections, while a glance at Forbes.com's lifestyle section boasts "why we love New York" and "the truth about aphrodisiacs". Certainly a diversion from the global economy.
Yet Time's publisher, Andrew Butcher, insists that Time is launching something "unique and different. Everyone's doing a variation on this, but I don't think anyone's put it together in the way we're going to with Global Adviser. This will be different to other international media out there."
The new section will carry approximately three pages of editorial every week, although there is no fixed pagination or ratio of advertising to editorial. Butcher says: "From an advertising perspective, we're looking at categories such as travel, hotels, airlines, mobile phones and luxury goods, particularly fashion and jewellery - two sectors that seem to be spending more in international media recently."
For the editor of Time's Europe, Middle East and Africa edition, Eric Pooley, launching such a section was on the agenda since he joined the magazine more than a year ago. "I knew from the start that our readers were hungry for this kind of section and it was really just a question of finding the right time to launch it.
"We anticipated that now would be a good time as we thought that whatever happened in the Middle East would be calming down by now. We didn't want to launch a new section and then have to suspend it for a month because the magazine was devoted to reporting the war."
Bobby Ghosh, Time Europe's senior editor will edit Global Adviser which will feature Time Traveller, covering international travel, as well as StyleWatch and TechWatch on fashion and technology trends.
Publisher: Time Inc
Cover price: £2.40
Circulation: 5.4 million (worldwide)
Full-page colour ad rate: 64,285 euros
Typical advertisers: Siemens, Shell
Main competitor: Newsweek International