new magazine.

Bermuda Marketing Ltd. is to publish its first 80 page, glossy "Bermuda'' in April.

It aims to capture the beauty of the Island, providing memories for past visitors and whet the appetites of those who have never been here.

The idea for the magazine came from publications all over the world which "sell'' tourist spots, according to Bermuda Marketing publisher, Mr. Ian Coles.

Mr. Coles said Bermuda would include articles on many aspects of Bermudian life written by internationally acclaimed writers, and would be printed in full colour.

It will feature stories on the Island's beautiful gardens, the Railway Trail, US presidential visits and include weather reports, resort reports, recipes and the calendar of events. Mr. Coles admitted it was an ambitious project and he aims to open with a circulation of 40,000, with a future target of 100,000 and a possible readership of 400,000.

"Magazines like Alaska, Caribbean, Mexico and Hawaii, are all called regional interest magazines,'' he said. "They are distributed outside the area being written for people outside the area.

"Although it will be on sale locally it is not really a local magazine. It is aimed at bringing Bermuda into the hearts and minds of all prospective travellers, both first time and repeat visitors.'' He said the idea had worked in other countries. The Alaska magazine sold 232,000 copies with an estimated readership of four people per magazine.

Bulk subscriptions of Bermuda are being bought by hotels, cottage colonies and guest houses to be mailed directly to repeat guests. More than 20,000 will be mailed in this manner four times a year.

Additionally, 20,000 copies of each issue will be distributed on news-stands in carefully selected locations throughout the US and Canada, with some reaching the UK.

New York's Kable News Company Inc., the third largest magazine distributor in the US, will deliver the magazines.

Mr. Coles said: "It will be an 80-page minimum quarterly which we hope will become a bi-monthly. It is a major expansion for our company outside Bermuda.'' Bermuda Marketing Ltd. group of magazines will announce a new editor early this month.

Mr. Coles refused to reveal the names of applicants for the job stating that it would be inappropriate at the present time.

The job of executive editor of the magazines, which include Bermuda Business and the TV Times, will be vacated in February by Ms Amanda Outerbridge.

Ms Outerbridge will become the new director of the National Trust, following the resignation in September of Mr. Alwyn McKittrick.

Mr. Ian Coles.