Starbucks Brewing Up New Magazine for Coffee Lovers

Starbucks Corp., the largest U.S. coffee retailer, and Time Inc.’s custom publishing division plan to produce a new magazine geared toward coffee drinkers.

The first issue of the magazine, called Joe, will be sold exclusively at most of Starbucks’ 1,800 North American retail locations beginning in June, with two more issues to appear later in the year.

Seattle-based Starbucks said the magazine will be designed to appeal to readers who enjoy film, books, art, opinion, travel and popular culture.

Starbucks operates more than 2,000 retail locations in North America, Britain and Asia, and sells coffee beans and ice cream in supermarkets.

Time Inc. is a division of New York-based Time Warner Inc., the world’s largest media company. It publishes 36 magazines, including Time, Life, Fortune, Sports Illustrated, People and Money.

Starbucks shares rose 19 cents to close at $50.06 on Nasdaq. Time Warner fell 38 cents to $61.38 on the New York Stock Exchange.