MUMBAI: World Wrestling Entertainment (WWE) will launch a new men's lifestyle magazine on 11 July. The new WWE Magazine will focus on the lifestyles of WWE superstars and divas, their activities outside the ring, and what they like in movies, music, gadgets, fashion and other items of interest to young men in their twenties.

"This is a complete rebirth of our publishing division. We've been planning on giving our audience a look behind the curtain for years and now is the perfect time to do it. The new WWE Magazine is what our fans won't see on TV," said World Wrestling Entertainment executive vice president global media Shane McMahon.

A significant marketing blitz is planned for the magazine's launch, with WWE using its television, live event and online assets to promote the new venture.

WWE hired two publishing industry veterans to fold its preexisting magazines RAW and SmackDown into one new title.

Bob Lee, the new vice president and publisher of WWE's Magazine Group, is overseeing all distribution, marketing, and advertising sales. Prior to joining WWE, Lee served as publisher of Sync Magazine, where he launched the first men's tech-tainment magazine. Previously, he was publisher of Gear Magazine and has worked at Discover, Elle and US Weekly.

Lee says he was attracted to WWE because of the connection between the WWE superstars and WWE fans. "The connection is unmatched in any other property. Our fans are the ultimate consumers of goods which are affiliated with our superstars. The new WWE Magazine is designed to attract a larger segment of the WWE fan base, and to appeal to a wide range of advertisers that target readers of lad titles and other men's lifestyle magazines. The agencies to which we've spoken have been very receptive to the new look and broader appeal of our magazine," he said.

Tony Romando, the new vice president and editor-in-chief for WWE's Magazine Group, has built his career on successful magazine launches, including Jane and FHM and has been involved in the rebranding of magazines like Rolling Stone and Men's Fitness.

"I'm looking forward to the launch of WWE magazine as much as anything I've done in my career. One of the things that drew me to WWE was the company's tremendous media presence, and how it uses that presence to create a 360 -degree approach to marketing," said Romando.