SAN FRANCISCO: Newly formed publisher AFAR Media will launch travel title AFAR magazine in September, targeting affluent consumers looking for a culture-focused vacation.
The brand, which will launch with an initial frequency of six times per year, will have an accompanying Web site, www.afar.com, and could extend into additional areas such as events, travel service and planning, books, TV, and international licensing, according to a company statement.
The title's target audience is highly educated and affluent men and women ages 35 to 55, who are predominantly professional managers. AFAR expects that most readers will have lived abroad, or will at some point in their lives.
John Sheehy, founding GM of Health magazine and COO of Weider Publications, will serve as the founding president and publisher. Susan West, former executive editor of Smithsonian and cofounder of Health, will serve as editor-in-chief.
The magazine will be launched in a strategic partnership with Dwell Media, publisher of the shelter magazine of the same name. The two companies will share ad and marketing resources and office space in New York and San Francisco, according to the statement.
The company hired Rosen Group in January as its AOR, focusing on consumer and b-to-b media relations. The agency is also planning a social networking initiative and launch events for the brand, said Lori Rosen, founder and president, via e-mail.