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While plans remain somewhat in flux, some details are emerging about the project. The name Pursuits was previously bandied about publicly, but "it has always been a working title," said a spokesman. The magazine will launch as a quarterly in September and appear again in December.
"The current plan is to go monthly beginning in 2009," wrote the magazine's associate publisher Jamie Friedman Altschul in an e-mail to advertising staff. "However, that decision has not been finalized." Friedman Altschul said 25 advertisers have signed on for the launch issue, although the spokesman declined to name them.
Gaudoin, through the spokesman, said staffing for the magazine has yet to be determined, but it will probably comprise a mix of freelancers, internal contributions and a few hires.
As for Luxx, the quarterly supplement of The Times of London that Gaudoin launched last fall, it has only had one issue so far. It has headlines like "What Money Can Buy...," including a year's supply of Bacca roses for $40,000 and a Malmaison diamond cutlery set for $400,000. There's a column by Sophie Dahl, a spread on the Tag Heuer Grand Carrera steel watch, a profile of Paloma Picasso, a feature on luxury handbags and one on how to purchase a tiara, this season's must-have accessory.
Advertisers in the launch issue included Jimmy Choo, Chanel, Prada, Cartier, Dior, Tag Heuer, Versace, Dom Perignon and Range Rover.
In the London media and fashion communities, Luxx has often been compared with the Financial Times' long-running "How To Spend It" section, sometimes unfavorably. A London editor said of Luxx: "It was clearly an idea that came out of The Times' ad side. Like so many fashion supplements out there, it's a way for advertisers to talk to other advertisers — not to readers."
As for Gaudoin herself: "She's an extremely exacting editor, very hardworking, sparky and bright," said Harriet Quick, fashion features director at British Vogue, who worked with Gaudoin on the ill-fated women's magazine Frank. "She's got a proper hack mentality, and she fights hard to get the stories she wants." Others were less positive — some former colleagues called her difficult, and said her nickname is "Tina Tantrum."