MEDIA: Sibella debut title aimed at lifestyle and travel sector

Independent publishing house Sibella launches its debut title this week, a women's lifestyle-meets-travel magazine aimed at the 'easyJet-set' generation.

The as yet unnamed magazine is being edited by former Instyle deputy editor Tammy Butt, and has been given the strap line 'somewhere for the weekend'.

Butt said: 'The way people are travelling has changed, and I do not think traditional travel magazines reflect that. The magazine will be full of restaurants and places to go, both here and abroad. There will be a lot of fashion, and we will also embrace celebrity culture.'

The magazine is aimed at 28 to 35-year-old women who, Butt said, may currently read Elle and Vogue. The magazine will have a 'luxurious, lush, image-heavy feel'.

Sibella is launching the glossy monthly on 9 July, with a target circulation of 60,000 and a £3 cover price.

Working with Butt will be former ES Magazine fashion editor Sophie Dean, and ex-Loaded art director Adrian Broadway.

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