New science and nature title to bringing BBC-ness to the New World,

BBC Worldwide and its magazine division is about to launch its first magazine aimed at the U.S. market, called BBC Knowledge. According to a story in the Guardian, the new magazine -- six times annually with a projected circulation of 85,000 starting in August -- will essentially be competing with the likes of National Geographic and other natural history and science titles.

BBC Knowledge is already an established brand, having launched as a television channel in Poland, Singapore, Hong Kong and Indonesia last year as part of BBC Worldwide's new Global Channels business.

The magazine, which is to be edited from the UK Sally Palmer, former deputy editor of the BBC science publication Focus, with help from US consultant editor and science editor John Horgan, will have 100-plus pages and will use content from other UK titles such as Focus, BBC History Magazine and BBC Wildlife Magazine .

BBC Worldwide already sells about 35,000 copies of various titles in the US, including Gardens Illustrated and Homes & Antiques. The new magazine's launch will be preceded by a direct mail promotion of 1.5 million copies.

BBC Knowlege will sell for $5.99 on the newsstand and $29.95 for an annual subscription, (and presumably will be sold in Canada as well. In its usual way, the BBC tends to consider Canada simply part of the "American" market.)

"This was always envisaged to be an international project," said Andy Benham, the publishing director of BBC Worldwide's specialist division, BBC Magazines Bristol. "While we are initially launching in America, where the concept researched very favourably, the magazine undoubtedly has global appeal. We are already looking at a number of exciting international licensing prospects."

Benham said the magazine is not intended to compete head-to-head with U.S. titles. He said a few features would be "National Geographic-y" but that the magazine would be very broad, covering everything from the Falklands war to the country of Colombia.

“While the content will feed American interests, the Britishness and BBC-ness of the magazine are seen as being key assets, offering consumers a fresh alternative to what is currently on the market," Benham said.