MediaBuyerPlanner: ShermansTravel.com, which aggregates online travel offers, is launching Sherman's Travel magazine, which will focus on value in luxury travel.

The new magazine is aimed at the 25 percent most affluent subscribers to the site's email newsletter, which has 3.5 million subscribers, The New York Times reports. The site had 1.5 million unique visitors in July.

Travel and publishing experts think the magazine faces an uphill battle. Expedia and Travelocity began publishing travel magazines in late 2000; both ceased publication. Luxury travelers are also already served through other publications.

Of the four top travel magazines - Arthur Frommer's Budget Travel, Cond頎ast Traveler, National Geographic Traveler and Travel & Leisure - only the circulation of Arthur Frommer's Budget Travel has risen significantly in the last few years.