Is there room for another magazine title in the Australian market? Morrison Media believe so. They currently publish women’s magazine Frankie, and are about to launch a magazine for men.

Called Smith Journal, the title for “discerning gents” will be published bi-annually by Morrison Media.

It goes on sale on September 5 with an initial circulation of 20,000.

Like Frankie, the title will have an editorial to advertising ratio of 70:30, and will be for advertisers in categories such as craft beers, coffee, fashion, luxury & cars.

In a recent round of magazine circulation numbers, Frankie was the most successful monthly in the market, growing by 32.57% between December 2009 and 2010.