This time it’s a monthly glossy magazine entitled Wish to be inserted in The Australian, and men’s sports and lifestyle magazine, Alpha.

The Australian editor in chief Chris Mitchell says Wish is a unique project that will build on the success of The Weekend Australian Magazine, but would be aimed at a different, more affluent reader.

“Wish will have different content to The Weekend Australian Magazine, it will be more about leisure and lifestyle. We believe the two magazines will compliment each other perfectly,” says Mitchell.

The new magazine will be produced with a 200gsm matt celloglaze cover and on 74 GSM Somerset within.

Wish’s first appearance will be in The Australian on Friday, October 7, though it will be officially launched in August.

Alpha is a glossy monthly 156-page magazine that is revolutionising magazine distribution. Alpha will sell for $2 with one of News Limited’s metropolitan daily, Saturday or Sunday newspapers.

News Limited CEO John Hartigan says the distribution system was a world first. He said it gave the magazine unbelievable visibility in point of sale areas in newsagents and major supermarket chains like Coles and Woolworths.

Alpha is described as being targeted primarily towards men, but not a “lads-mag” as it has been produced with female readers in mind as well.

“Sports magazines have traditionally been tough territory in Australia but Alpha is the most innovative men’s magazine ever produced here, providing a unique mix of sport and lifestyle in the one product,” says Hartigan.

Alpha has been two years in the making and is available at news stands now.

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