The San Francisco based travel magazine, Afar, is set to launch in September, reports Media Daily News. The magazine aims to "inspire and guide those who travel the world seeking to connect with its people, experience their cultures, and understand their perspectives."

The bi-monthly print edition will be coupled with the online site afar.com. An initial rate base of 50,000 has been planned for the magazines first two issues, increasing to 100,000 by 2010.

John Sheehy, the former COO of Weider Publishing, will act as president and publisher for Afar Media. Claude Girard, former vice-president of integrated sales for Hachette, has been named executive director of travel, according to Media Daily News.