Are you smart and competitive enough?

Another new quarterly lifestyle mag rides out of the west (Calgary) called Zi, due to be launched later this month. It's the creation of a woman from Calgary called Zinat H. Damji. The publisher says she is a Tanzanian-born entrepreneur who was "the first female in Canada to found a non-depository trust company". The magazine's web page is here.

The magazine says it is designed to appeal to people...

• aged 18-34 (male or female)
• technologically savvy
• drawn to competition
• fashion conscious
• sophisticated
• not just smart, but truly intelligent
• an original

Addressing this target audience, Ms Damji describes them as "hardy and adaptive" future leaders. "We want Zi Magazine to be an extension of you. A kind of mentor and motivator in print. We hope it is fun, sophisticated, intellectual and visually appealing."

Distribution is to be 75,000, of which 40,000 will be falling out of the Globe and Mail and the National Post at selected addresses. The remainder will be on the newsstand, which will mean the new glossy's actual circulation will be something in the range of 50,000.

A relatively unusual twist is that the magazine has created a foundation to give four $10,000 scholarships to deserving 18-34 year olds who put their name forward by registering (no subscription required) and providing their contact information and e-mail addresses.