CEO and online publisher James Sherman launches Sherman's Travel
today. The publisher's eponymous Web site runs deal reviews and recommendations and offers a free weekly e-newsletter that
boasts 3.5 million subscribers. The print spinoff, Sherman's Travel
, will launch with a 200,000 rate base. Sherman's Travel
targets 35- to-54-year-olds with a household income of
$75,000-plus, skewed largely female. It aims for travelers who seek four- and five-star values, but want value for the dollar. Sherman's Travel
will publish quarterly through 2007, then plans
to bump up to a bimonthly frequency in 2008.