• November 1, 2004

As reported in Mag Rack last month, American Media has partnered with Rocky himself, Sylvester Stallone, to publish Sly, a new monthly men's fitness magazine aimed at 'older' men.

Sly, which will target men 35 to 54 with a mix of fitness, health, nutrition as well as entertainment and travel, will appear on newsstands January 4, 2005. The new title will have a newsstand-only circulation of 125,000 and a cover price of $3.99. Men's Fitness editor-in-chief Peter Sikowitz and publisher Alan Stiles will serve in the same roles for Sly.

According to Stallone, the new magazine will target a generation of men who are embracing life after 40. "I am a firm believer that the best time of your life is right now - if you know how to live it," said Stallone in a statement. "I am in better shape today at 58 than I was at 35 and it's my intention to have Sly magazine show its readers how to do the same."