- Gregory Solman

LOS ANGELES An upscale magazine targeting the southern California's happily unmarried, called Singular, hit news stands yesterday here, said Richard Blackledge, the associate publisher in charge of advertising.

Blackledge, whose background includes a number of U.K. titles and Biodiesel magazine, says Singular attempts to "identify a new demographic. More and more people are staying single and are comfortable with that." He added that in the Los Angeles area in particular that trendis pronounced, with 54 percent single in the peak earning years from 30 to 55.

Despite a challenging environment for magazine publishers everywhere, Blackledge said that first advertisers—which include locally tagged and national automotive (Jaguar, Saturn Vue Hybrid), fashion boutiques (Leona Edmiston, Adriano Goldschmied), and local travel (Pueblo Bonito, W, Beach Village at the Del), and spirits (Midori)—responded positively "given that we are different."

Blackledge said the magazine would develop a national and local rate card. Circulation will start at 67,000 with a goal of building to over 100,000 within six months.

Blackledge said he expected the magazine to appeal more to female readers, but that the enterprise has combined the publication with an associated community Website ("an adult version of Facebook"), singularcity.com, which launched today, as well as event marketing that will be tailored to mixing it up, without the usual aura of a dating club.

"There's a misconception that [singles] are promiscuous or are trying not to be single," said Blackledge. Instead, he said, Singular will cultivate brands' desire for positive association with people who are not so receptive to "traditional media couple-centric" advertising.

In lieu of an ad agency to market the Singular brand, the publisher has hired the local The Rose Group, Culver City, Calif., to handle public relations efforts.