The publisher of Wallpaper, the aspirational lifestyle magazine
owned by Time Inc, is launching a sports magazine aimed at wealthy urban
25- to 45-year-olds.
The glossy magazine, codenamed Project Tart, will launch in March, and
will feature news on health and sport, articles on the latest sports
gear and a travel section. It will target the same fashion-conscious,
urban readership as Wallpaper.
Tyler Brule, Wallpaper’s founding editor, will oversee the launch. He
said: ’We wanted to get away from the gym culture. It’s not a magazine
about having a six-pack and a set of abs. This magazine, which will have
the production values of Wallpaper, will be optimistic and aspirational,
without being cheesy.’ Tim Clark will be the executive editor on the new
Project Tart will initially launch as a quarterly and its first 200-page
issue will be bound on to Wallpaper. Two weeks after the launch, it will
be sold as a standalone title in ten international cities, including
London. Brule said he hoped the magazine would have a settledown
circulation of more than 100,000.
Brule said that the magazine had been born partly out of demand from
Wallpaper’s advertisers, who wanted an upmarket sports magazine.