Department store giant David Jones is set to launch a new printed magazine this August, published by content agency Medium Rare.

The magazine is set to be distributed quarterly in-store at David Jones’ 39 Australian locations, and direct-mailed to subscribing customers.

The seasonal publication will be handled by Medium Rare Content Agency, which designs magazines for high-profile clients including Qantas, Foxtel and Coles.

Medium Rare uses content manager Adsend to direct mail its existing magazines. Adsend manages and delivers print content worldwide to over 10,000 customers.

Medium Rare managing director Gerry Reynolds told ProPrint the magazine's printing will be outsourced, and the company will be appointed within the next few weeks.

The David Jones print-run will begin at 250,000, compared to Coles magazine's 1.5 million circulation.

Reynolds says the publication is ‘guaranteed’ to maintain a high circulation and the print medium coupled with a smart phone app will successfully connect audiences.

“The magazine’s guaranteed circulation will make it an attractive proposition to advertisers wishing the engage with a sophisticated and high-spending readership,” says Reynolds.

David Jones chief marketing officer David Robinson also commented on the publication launch, and says the magazine will holistically link print, digital and social media.

“Medium Rare has an enviable reputation in content strategy, creation and distribution,” says Robinson.

“We are delighted to partner with them to create a compelling and contemporary consumer experience across our print, digital and social channels.”

The new David Jones quarterly magazine is set to challenge competing retailer Myer’s Myer Emporium, published by Bauer Media’s custom publishing arm Bauer Works.

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