Icon Magazine, the New Lifestyle Magazine from Bonnier Tidskrifter

Icon Magazine is the name of Bonnier Tidskrifter's new lifestyle magazine for men. The magazine will aim to attract the urban well-educated  between 30 and 50 years old. The first issue will launch on Sept. 27. "It will not be a magazine for everyone," says Daniel Frodin, publisher at Bonnier Tidskrifter who will be responsible for the magazine.

"The primary audience will be well-educated people living in big cities, primarily men but a number of women will also certainly like it," says Frodin. "What they have in common is curiosity. I see Icon as a mix of Vanity Fair, Monocle and Di Weekend."

Peter Smirnakos and Joel Persson will be the two editors-in-chief for Icon. The magazine will be published 10 times yearly and cover innovation, news and trends in style, food, travel, business, culture, design, technology and the environment. You can read more about it here (in Swedish).