Red Bull Rolling Out Glossy, Lifestyle Magazine In The U.S.

Red Bull today will announce plans to publish a glossy, lifestyle magazine in the U.S. called "The Red Bulletin," with the June issue to launch "later this week." The magazine is already published in nine countries outside of the U.S. The first U.S. issue will have a circulation of 1.2 million and will feature a cover profile of Giants P Tim Lincecum. The magazine and concurrent iPad app are "targeted at the very same 18- to 34-year-olds who thrive" on the energy drink (USA TODAY, 5/9).

The magazine's tagline describes it as "almost independent." In addition to sports content, there are "features and pages on dance subculture, food, street art and music." Its production values "match those at most consumer magazines." Outside advertisers include Dyson, Vizio, Zappos and Skullcandy (ADAGE.com, 5/8).