MediaBuyerPlanner: The new magazine for Harvard alumni, 02138, will debut in September, and hopes to appeal to the competitive nature of Harvard alums.

The glossy magazine aims to be more irreverent and "far less rah-rah than alumni mags that answer to their institutions," writes the New York Post. While it aims to be a lifestyle magazine for the well-to-do - the median household income of a Harvard alum is $200,000 - the hope is that most Harvard grads have a serious competitive streak.

In other words, according to the article, founders and Harvard grads Bom Kim and Dan Loss are hoping the group will find it hard to resist a publication that sizes up their peers.

In September, 02138 will publish a list of the "Harvard 100," or the 100 most influential alumni. (The website is currently taking nominations.)