Mike makes its debut as an every-other-monthly in October via PressCorps, which until now has been a publishing consultancy.
The title believes it can attract more female readers than Rolling Stone or Spin by showcasing personality profiles and focusing on an eclectic mix of musical styles.
George Slowik, publisher and founder of PressCorps, said he believes the audience will "skew female, upscale, in her late 30s." Mr. Slowik is a former publisher of such magazines as Out and Publishers Weekly.
Richard Perez-Feria, founding editor of Poz, will be Mike's editor in chief.
Music Choice, a provider of digital music for DirecTV, is PressCorps' financial partner in the launch. The last eight pages of each issue of Mike will carry a retailing section featuring products from the Music Choice store.
Initial circulation will be 150,000, via controlled and newsstand distribution. The cover price at newsstands will be $2.95. Music Choice viewers prequalified by PressCorps can request the magazine through a Music Choice program on their TVs.
"The magazine will be 100% requested or paid from the beginning," Mr. Slowik said. "We're also selecting the people we want to get it by limiting who we allow to request it by where we run the offer."
A color ad page, based on 150,000 average circulation, is $8,000. Target categories include alcoholic beverages, automotive, tobacco, consumer