Stallone's the man for new men's mag
New Sly rag aims for January launch
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Sylvester Stallone and American Media Inc. are targeting a January launch for Sly, their new monthly men's mag branded with the action hero's name.
Men's Fitness editor-in-chief Peter Sikowitz is taking the reins at Sly, with Alan Stiles as publisher. Monthly mag will be based in New York.
A spokesman for AMI -- which publishes the National Enquirer, Star and Muscle and Fitness -- said Sly will be aimed mostly at men in the 35- to 54-year-old range, a group "largely underserved by most of the magazines."
As for Stallone's involvement, the "Rocky" star will be "working very closely with the editors, as he obviously would, with his name on (the magazine)," spokesman said.
Move reps a switch in the publishing world, where such star-branded ventures as O, the Oprah Magazine, from Oprah Winfrey and Hearst, and Rosie, the initially successful but ill-fated partnership between Rosie O'Donnell and Gruner + Jahr, have been aimed at women.
Sly brass said they have yet to decide whether the actor will regularly appear on the mag's cover. Winfrey graces her glossy's every issue.
Sly's fitness bent ties into a line of health and fitness products Stallone launched recently under his Instone label.
Further brand-building on his famous brawn, the actor is producing NBC's reality boxing show "The Contender" with DreamWorks and Mark Burnett.
AMI said Stallone is expected to formally launch the magazine soon in New York.
