New newsstand Playeur

Singapore - Viscion Media Group has launched a 144-page monthly men's lifestyle magazine, Playeur Journal, which saw its first issue on newsstands last Christmas.

The name, incidentally being French for ‘player', is a blend of the words ‘player' and ‘voyeur'. Playeur Journal caters to men aged 25 to 40 and aims to balance sex appeal with style while providing a better read than its competing male titles. Its core editorial and art team are based in Singapore though freelancers in other countries are working on future issues.

"We like to joke that we're 'bigger, harder, thicker' and we have more girls because size-wise, we are the biggest men's magazine on the newsstands; we use harder paper and we're thicker by page-count; and we feature more girls per issue than the competition, about twice the number actually," Playeur editor Dylan Tan, previously editor of Maxim and FHM, said.

Circulated locally, Viscion plans to take the magazine to other countries in the near future. Advertisers that have come aboard for its virgin issue include Zegna, Ferragamo, Ebel, Heineken, Franck Muller, Ducati, NEC and O2.