I subscribe to DETAILS as well and haven't received VITALS yet. For those that have seen the premiere issue, what are your thoughts on the magazine overall? Here's an article from WWD talking about the new magazine:
NEW YORK "” Vitals, the new men's magazine, is sure to be lumped in with Cargo and Sync as one more shopping magazine. But Vitals editor in chief Joe Zee resists that designation, arguing the magazine "” the newest offering from Fairchild Publications, parent of WWD "” offers a unique point of view tailored to appeal to a more upscale, sophisticated audience than Cargo, (owned by Fairchild parent Advance Publications Inc.); Sync, published by Ziff Davis Media, and other men's titles. Comparing the magazine to a concierge at a luxury hotel, Zee said the quarterly Vitals fills an editorial void by using service journalism to create a context for the items it highlights. Packed with information about clothes, electronics and other products of interest to men, Vitals hits newsstands next week. "If I'm a reader, I need to know how those products relate to my life, to my lifestyle," Zee said. In this case, that's a pretty affluent lifestyle. Rather than sell subscriptions, Vitals has opted for a qualified controlled circulation model, compiling a mailing list of potential readers with a minimum annual household income of $85,000. Over the next six months, recipients of the magazine will be asked to opt in via mail or e-mail to demonstrate "wantedness," said W publisher Alyce Alston, who is overseeing Vitals' business-side operations pending the hiring of a publisher. With the questionable practices of a few publishers causing advertisers to devote more scrutiny to paid circulation, Alston said the timing is perfect for such a model. "I think advertisers are more interested in the right audience, the targeted audience," she said. The 228-page premiere issue, which carries 81 ad pages, will also have a newsstand presence of 125,000 copies. Although Vitals began life as an outgrowth of Details, the title's publisher, who will be named within the next month, will report to Alston rather than to Details publisher Chris Mitchell. The thinking behind that, said Alston, is to keep Vitals from being seen as a mere "subset of Details." The affluence of Vitals' audience is reflected in its editorial mix. The front-of-book, which takes up most of the magazine, includes sections on style, travel, fragrance, grooming and "Who to Know." Along with the usual fare, the premiere issue includes a guide to the custom tailors of Saville Row and an article about art consultants, whom Zee describes as "the new personal trainers." Then there are the celebrities, including Larry David and coverboy Matt Damon. Unlike other shopping magazines, which largely eschew celebrities, Vitals views them as the ultimate source of insider information about the luxury lifestyle, said Zee. "It's about them sharing their secrets and their tips," he said. The magazine's design is suitably elegant for a magazine that's largely about, well, elegant design. Zee says his goal was to achieve a look that was "clean, slick, polished. We wanted to let the products and the service speak for themselves."