Wallpaper founder in upmarket sports publishing venture

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 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

title.



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.



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