Another Reuters magazine, this time targeting the Aspen Ideas set

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Reuters magazine, Aspen edition. ()
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The second installment of Reuters' semiregular glossy magazine is scheduled to land this week.

As a follow-up to its inaugural issue, which was published in January and handed out at the World Economic Forum's annual Davos conference (the forum also provided the issue's thematic framework), the second edition, called "The Leadership Issue," has been prepared around a similar event here in the states: The Aspen Ideas Festival, which kicks off Wednesday and draws to a close on July 3.

The content is expected to be made available online sometime this afternoon.

The print run, meanwhile, will be the same as issue No. 1: 10,000 copies, including several thousand that will be distributed at the festival itself; the rest will be mailed to Reuters clients.

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One notable departure from the first issue is that there is advertising this time around, including placements from Porsche, Prudential, Cisco, Sprint and U.S. Bank.

But overall, the magazine is still essentially a value-add. Overseen by Jim Impoco, Reuters' executive digital editor and a veteran of the glossy-journalism world, it burnishes the financial news-service's consumer appeal while showcasing much of the high-profile talent it has recruited over the past few years.

Contributors include Paul Ingrassia, Sir Harold Evans, Susan Glasser, Terril Yue Jones and Jack Shafer.

When we spoke with Impoco back in January, he said Reuters was considering whether to expand the magazine into a regular offering or possibly even a monthly one. A Reuters spokeswoman said no decision had been made yet on that question.

"We don’t have any regular publication schedule to share at this time," she said. "We’re just having fun doing them and have gotten great feedback from our clients and readers."

The next installment will likely be another Davos tie-in, she said.