The Economist launches lifestyle mag for the moneyed
PARIS (AFP) — The Economist has launched a new quarterly lifestyle magazine "Intelligent Life", aimed at covering "all the good things that wealth makes possible."
Now available on news-stands in both Britain and continental Europe at 7.50 euros, the 124-page magazine published at 175,000 copies aims to write about areas from travel to food, philanthropy to health, to fashion, design and the arts.
There were two reasons for the launch, editor Edward Carr told AFP, one commercial, the other editorial.
The editorial reason was that "The Economist takes on a whole set of big forces that shape the world, but there's a whole area of the reader's life we can't address in that format."
On the commercial front, the British weekly founded in 1843 believed the new magazine "could offer a more suitable environment for advertisers," he said.
But unlike the growing number of lifestyle supplements on the market, "Intelligent Life" aimed to be more than a mere catalogue of objects, he said. "It will be more gritty, more about people, more about emotions."
Make-up will be around two-thirds editorial to one third advertising.
The maiden issue includes stories on the grandeur and the gore of a French hunt, molecular gastronomy and how much to leave a child as inheritance.
