Another new lifestyle magazine: Luxe to be launched

Yet another, newspaper-delivered, high end upscale magazine is being launched, this time by Metamedia Capital Corporation. It is called Luxe and it claims to be distributing 65,000 copies an issue, 12 times a year in the National Post, starting October 26. The release announcing the new magazine is peculiar in its language and syntax and raises more questions than it answers about the genesis of the magazine and the company behind it. For instance, this sentence:

Based on an extensive due diligence period, The National Post was chosen as the distribution vehicle of this high end magazine because of its demographic to reach the more affluent homes across Canada and its double digit increases in circulation based on "NadBank" results across the country over the passed (sic) two quarters."

Or this quote from Tom A. Vachliotis, Publisher:

"Life & Legacy, is what our niche market is striving for. Travel, Lifestyle and articles of interest will be there month in, month out. Our national advertising revenues have surpassed even our wildest expectations. Regional advertising revenues are also extremely strong. The publication will also feature a classified section. We will be printing 65,000 copies 12 months out of every year accompanied by a selected series of Luxe Supplements. Our research shows that choosing The National Post to partner with will deliver pin point (sic) accuracy of distribution to Canada's most affluent homes. National Post has been the only newspaper to show double digit increases based on NadBank results across the country over the passed (sic) two quarters," said Vachliotis. "Our current sales allow us to forecast positive cash flow out of revenues for first year of operations through paid advertising. Supplement revenues are also indicating positive cash flows from paid advertising and sponsorship revenues."

Metamedia is a self-proclaimed global media conglomerate that publishes M: Shareholders in Hellenism magazine (formerly Metohos), a 10-times-a-year worldwide magazine which it says is "a messenger of Hellenic culture, lifestyle, and business". Puzzlingly, while its media kit claims 80,000 readers worldwide, M gives no indication of actual paid circulation, nor does it provide any audit figures. It charges $4,500 for a full page in its Canadian edition and $3,500 in the U.S., which indicates that, despite it glossy and elaborate presentation, its actual press run is quite small. Metamedia also apparently runs streamed internet television programming. Its website(s) are elaborate and expensively mounted and it has apparently not stinted on the cost side: the new magazine Luxe was designed by the well-known Toronto firm of Mammone and Partners.