The magazine will target the lucrative group of AB1 35- to 45-year-old males, who are the average taxi passenger, taking taxis between two and four times a week.
The magazine is being launched after extensive research into what taxi passengers read and is to bemodelled on a broadsheet Sunday magazine. The launch issue features Mexican actress Salma Hayek promoting her new film 'Frida' in which she plays the painter Frida Kahlo.
According to research, only 38% of passengers interviewed regularly bought a "glossy" or middle-shelf magazine, while 97% bought a broadsheet Sunday newspaper and admitted to loving the magazine supplements.
Sherbet has a consumer/lifestyle focus coupled with intelligent, cutting-edge articles. The rollout of the magazine follows three trial issues, which were published in July, August and September and featured Tom Waits, Marlon Brando and Nicholas Cage on the covers.
Features, photography and illustration are specially commissioned for the magazine, and Sherbet writers include journalists with experience on some of the largest publishing houses, national newspapers and middle-shelf magazines.
Sherbet also works with well-established syndication agencies such as PA and Planet Syndication. The title is edited by Isha Bandara.
Ownership of the magazine is split 50:50 between Taxi Promotions UK, formerly London Taxi Promotions, and publisher Chameleon Publishing. The 64-page monthly distributes at major taxi ranks outside the main London rail terminals, and via four of the largest taxi fleets in London.
All distribution is between 7am and 10am, specifically targeting business people who are regular taxi users and Sherbet readers. Additional distribution will be by 10 Sherbet liveried cabs whose drivers work only in key areas in London, such as Canary Wharf, the West End, the City, Heathrow and London City Airport.
Several of Taxi Promotions UK's advertisers have secured space for the fourth issue of Sherbet, including: Radisson SAS Hotels and Resorts, Reebok Sports Club, Conchango, ISC2, DST International, Schools Plus and Spearmint Rhino Gentleman's Clubs.
Asher Moses, managing director of Taxi Promotions UK, said: "I was delighted when I heard that Isha was launching a magazine for the taxi passenger. Sherbet provides a stimulating read, and has shown to provoke enjoyable conversations with the drivers. The quality of the magazine is superb, and I'm thrilled to be backing it."
On launch, the monthly magazine will have a circulation of 25,000 and is being produced in an A4 format.
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