The monthly title is the first launch from the outfit, which plans to specialise in the hobbyist market with further magazines and books.
Editor Dan Lezano, who previously edited Archant's Photography Monthly and worked on Emap's Practical Photography, claims that Digital SLR Photography is the first title to address the needs of the digital SLR photographer.
The title focuses on the increasingly popular single-lens reflex camera format - digital cameras with detachable lenses - once largely the provision of serious enthusiasts, but now becoming more affordable and easy to use. Each month, 35,000 of these cameras are sold.
Lezano said that while established magazines were increasingly covering the format, their broader editorial remit created the problem of trying to appeal to everyone within each feature.
Aimed at amateurs and professionals, Digital SLR Photography will include photography advice, interviews with famous photographers and reviews of the latest kit.
As with most photography magazines, Halo expects about 90% of readers to be men aged 40 and over, but is tailoring the magazine to appeal to an expected, growing, younger audience.
The debut issue goes on sale on 14 November, priced £3.70, accompanied by a website, digitalslrphoto.com. The magazine has a print run of 60,000 and Halo is aiming to sell around 30,000 copies per issue. It has secured distribution with national supermarket chains, including Tesco and Sainsbury, and WHSmith's high street and travel outlets and is promoting the launch on specialist photography websites.
Practical Photography leads the market with an ABC of 57,379. Emap's Digital Photo, the biggest-selling title focusing exclusively on digital photography, sells 50,009 copies a month.
Lezano formed Halo with creative director Luke Marsh, a former designer at Emap Active. Ad director Natasha Gelston recently joined the company from Archant Specialist.
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