The Illustrated London News has been relaunched and aims to become the capital's answer to the New Yorker, writes Ruth Addicott.
The 132-page biannual title is hoping to increase its frequency to monthly and attract readers living in the capital aged 35 to 55.
Former Sunday Telegraph news editor Mark Palmer is editor, and creative director Simon Esterson, who revamped The Guardian, has given the title a complete redesign.
A business plan has been drawn up and if the research proves a success, the title could turn monthly from September 2004. It would have a print run of 60,000 to 80,000 and a cover price of £2.50.
Palmer said: "The idea is to make it a sort of restful, sophisticated read." Lisa Barnard, managing director of The Illustrated London News Group, said it would be pitched between the New Yorker and New York magazine.
"We are concentrating on great photography and illustrations. We felt that in the last 10 years, London has never been so exciting as it is at the moment, and we find it extraordinary that in such a crowded magazine marketplace, it doesn't have a dedicated magazine. There is so much to talk about."