Watch for BOBBi at an intersection near you

The publishers of UMM (Urban Male Magazine) have published a new magazine, this time aimed at women, according to a story in Media in Canada (published by Strategy magazine).

Publisher Abbis Mahmoud rather grandiloquently says Bobbi, his new publication is "the first complete lifestyle and fashion magazine" for Canadian women 17-34 - one whose differences from other such publications begins with the fact that its covers will always feature men. The first cover subject is actor Matthew McConaughey.

Cover price is $4.95. The press run is 76,000, with 3,750 paid subs apparently pre-sold. One of Mahmoud's intended promotional stunts in cities across Canada is to have the magazine handed out at busy intersections by "BOBBi boys".

Right now, the magazine is served by a microsite of UMM www.umm.ca/bobbi/coming-soon.html, but will later have its own site: www.bobbimag.com