Butt and Perry unveil debut launch project

Butt: working on “Glamour for globetrotters”

Former Loaded editor John Perry and ex-InStyle deputy Tammy Butt have set up a publishing company and are planning to launch their first magazine in July.

The fashion and lifestyle glossy, codenamed “Project Swan”, is aimed at women aged 28 to 35, who go on glamorous foreign mini-breaks. It will feature fashion, travel, celebrities and style tips for women.

Referring to the new title as “Glamour for globetrotters”, Perry told Press Gazette: “The difference between this and most women’s magazines is that we are concentrating on the link between fashion and travel. We are following the pattern of men’s magazines, that once you get past Loaded and FHM you go on to specialist titles. Women are sick of reading month after month about the best way to orgasm and how to hold on to their man.”

Published by privately funded Sibella Publishing, the launch has already attracted top journalists from women’s and men’s magazines and national newspapers. They include Johnny Aldred, previously managing editor of Loaded, as publishing director; Sophie Dean, from the Evening Standard’s ES magazine, as fashion director; Adrian Broadway, former Loaded art director, as art director and Alex Gorton, former entertainment editor on InStyle, as lifestyle editor. Mel Moss, fashion news editor on Harper’s & Queen, has signed up as a contributing fashion editor.

Sibella is looking for a picture editor and art editor.

The title has also signed up an impressive line of contributors, including AA Gill (Sunday Times and GQ), Kate Spicer (Tatler), Charlotte Williamson (ES), Polly Vernon (Elle), Terry O’Neill (Vogue) and Chris Floyd (Sunday Times).

Project Swan will have a monthly print run of 60,000 and sales are expected to settle down at around 50,000. It will have a cover price of £3. Sibella has joined forces with Publicis Blueprint to oversee advertising and marketing.

Jason Frost, managing director of Publicis Blueprint, said: “They came to us with the idea. Although they are brilliant editorially, we can help them with marketing and publishing consultancy.”

By Ruth Addicott

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