MediaBuyerPlanner: A new magazine due out in October can help advertisers capitalize upon society's current war against aging.

According to Avril O'Connor, founder and editor of Elixir, the new book will not be totally about vanity. "It is about healthy aging, but the side effect is that you do look better," she is quoted as saying in Media Life. The glossy, monthly magazine will be based in London and is the offshoot of a website, elixirnews.com, that O'Connor started 18 months ago. The site currently draws 5,000 visitors per week, and O'Connor believes that the vehicle is perfect for news on the industry. But for longer features about anti-aging and rejuvenation, she says a print vehicle is more appropriate.

The magazine will have a circulation of only several thousand at first, and will sell for $5.60 on select newsstands in hotels, spas and gyms. The 30-plus set, with high disposable incomes, is the target.

Without the support of a major publishing house, the magazine could have a difficult time succeeding, according to Alex Randall, head of press at Vizeum in London.