Conde Nast targets 'men who have arrived' with Men's Vogue launch

Men's Vogue will hit newsstands on September 6 and is initially launched as a quarterly title. Despite the continuing success of lads' titles in the UK and US markets, the magazine eschews features on beer and birds.

In an interview with the Independent, Men's Vogue publisher Tom Florio said: "Men's Vogue is very much talking to a man who is already living his life. It's not aspirational. It's not a shopping magazine. We're not teaching him how to drink Scotch."

George Clooney is the first cover star -- although reportedly he was a last-minute replacement for Jude Law, who was dropped after admitting that he had cheated on his girlfriend Sienna Miller with his children's nanny.

Coverlines on the first issue include "What they say about us", a feature where the world's 'ultimate' women will make the reader look his best. It also has a feature on Swiss bank accounts, GPS mobile phones and a journey to the "strangest place on earth". British journalist AA Gill has contributed an article on the lure of the English hunt.

The magazine is being edited by Jay Fielden, and is aimed at over-35s who earn more than $100,000 a year. The launch follows that of Teen Vogue, with reports that Vogue Living is also in the pipeline. Conde Nast also publishes the men's magazine GQ.

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