Pony International will launch Juice Magazine, a quarterly that will appropriate Pony's outlaw aesthetic into a lifestyle magazine, representing the insurgent innovators of fashion, film, music and sports. Pony's Juice Magazine will be available on December 12, 2003 at lifestyle stores, concerts, events and newsstands worldwide.
“Juice will provide a compelling and different access point for the brand,” said Killick Datta, Chief Executive Officer of Global Brand Marketing, Inc., majority owner of Pony International. “We believe this new avenue will help broaden the scope of Pony as the brand leader of innovators and prove that we're not scared to try something new.”
The title boasts hallmark writers from The Conan O'Brien Show, The Simpsons, The Harvard Lampoon, Six Feet Under, Comedy Central and MTV, whose presence will integrate a comedic and irreverent edge to its grade of journalism and anthropological studies. They will also combine storyboards and visual communication through masterful photography for less inclined readers whose rapid lifestyle leaves little time for reading.
Pony's Juice Magazine will be published jointly by Pony International and Kashy Khaledi, an independent publisher whose credits include Mean Magazine and Lollapalooza Magazine respectively.
“If the cultural bar is being raised, you will find it in this magazine,” said Khaledi. “In doing so, you've got to have “juice.”
