Jaunt magazine is the first title from independent Sibella Publishing, founded by three Loaded alumni: Johnny Aldred, ex-managing editor of Loaded and now Sibella publishing director; John Perry, former editor of Loaded and now managing director of Sibella; and Tammy Butt, a former features editor of Loaded, who takes the editorial director role at Sibella.
Aldred said that the magazine is aimed at women who like to take weekend breaks. "They will take a budget flight but stay in fancy hotels they might not normally stay in, and spend money on shoes and handbags," he said.
Jaunt hits newsstands on Wednesday, hot on the heels of the new offering from Conde Nast, Trash, which is published in conjunction with Ministry.
The magazines target a similar age group, 28- to 35-year-old women. However, Jaunt is positioning itself as the magazine for sophisticated women who are more interested in glamour. Features from the first issue include: Sex in the City, about dirty weekends; and Ghoul Britannia, a guide to the haunted hotels.
By contrast, Trash has features on the controversial rap artist 50 Cent and shoplifting celebrities.
Jaunt is a monthly title costing £3 and with an initial print run of 60,000. Advertisers in the first issue include cosmetics brands Elizabeth Arden and Prescriptives, along with the camera maker Olympus and the jeweller Fred of Paris.
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