The English-language title, which hits the newsstands on November 21, will be launched with a circulation of 15,000. It will be available on newsstands and through subscription at HK$25 per issue.
Vines, its publisher, said the magazine was majority owned by the editorial management as well as small private backers. "The thinking behind the magazine has been going on for one year, and in the wake of the July 1 demonstration (against Article 23) it became obvious to us and the people investing in the magazine that the timing was right for a product like this," said Vines.
He added that the weekly would target a middle-class English-speaking audience, with a skew towards professional, business people.
The editorial will look at politics, business and financial matters through satire and commentary. The sensitive nature of the editorial content, added Vine, is unlikely to attract conventional advertisers. A print campaign is in the pipeline, while a bigger, DM subscription drive will kick off after Chinese New Year.