M magazine, the high-end fashion magazine that bit the dust in the early ’90s recession, will be revived as an upscale fashion lifestyle title by Condé Nast’s Fairchild Fashion Media.
“We think the men’s market is hot,” said Fairchild CEO Gina Sanders.
Peter Kaplan, editorial director of Fairchild, will oversee the launch of the quarterly, with the first issue hitting in September.
“It will be a big beautiful magazine with a circulation of about 100,000,” said Kaplan. “It will be for guys in their thirties and forties who are Web-savvy but want to hold onto print.”
Kaplan wrote for the original M edited by the late Clay Felker and Jane Lane. The last issue appeared in 1992.
“The other magazines are really mass circulation,” he said. “We’re targeting men whose life is style, who see the world through the lens of style.”
Kaplan said he eventually expects to stitch together a staff of about 25 people.
“I’m putting together a staff out of a combination of WWD and Style.com,” he said. “We’re tapping into the men’s expertise on both staffs.”