A new subscription-based online magazine, Sir John, is mixing cover girls with Canadian and international political coverage to target men and women 25-55. Officially launched last Friday at SirJohnMag.ca, the Premiere Media Group magazine may produce a print version starting in late spring or summer 2008.

The current issue features articles on factory farming, environment issues, healthcare, as well as fashion and photo shoots of sexy female models and discussion forums. Inaugural advertisers (skyscraper ads) include Dell, Enterprise Rent-A-Car, Fujitsu, Toshiba, Lavalife and Liz Claiborne. The online mag is also supporting the One.org campaign to make poverty history and the Red Campaign for AIDS awareness.

The title takes its name from Canada’s first prime minister, Sir John A. Macdonald. The mag’s motto is ‘politics with flair,’ and its presentation echoes the now defunct US publication George, which featured movie stars on its covers and politics between them.