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Marie Claire is putting the focus on New York with the first issue of its "pop-up magazine," entitled Branché and available today. WWD reports that the 30,000 copies of the 40-page magazine, divided equally between editorial and ad pages, will be distributed by Hearst staff "in well-trafficked areas of New York such as Times Square, as well as in trendy neighborhoods such as Soho and Williamsburg in Brooklyn."
The publication's title, which loosely translates to "plugged in" in French, refers to its content—expect to find insider tips on the best of the city, including nightlife, restaurants, shopping, and art. "We see this as a younger sister of Marie Claire," said editor-in-chief Anne Fulenwider.
The magazine is paid for entirely by its advertisers, so Hearst doesn't have a financial stake in this venture, which the company has never tried before. Fulenwider is already planning a second issue for the fall.
Update: A previous version of this post said that the magazine would include comment cards for readers to send in opinions. WWD has since changed their article to say that readers can provide feedback via an online survey.
· Marie Claire Launching Pop-Up Magazine [WWD]