World: Medium of the week - Magazine's readers aspire to live in Trump's world.

The magnate's eponymous luxury lifestyle title aims to woo an upmarket audience.

Now that he has conquered US television, the property tycoon Donald Trump has set his sights on the nation's newsstands.

Even outside the US, where he is a national icon, Trump is a walking brand name. Visitors to New York can't help getting an eyeful of the Trump Tower - a magisterially kitsch gold skyscraper; ex-trophy wife Ivana still makes the fashion pages and aspiring property magnates everywhere slaver over his Monopoly-esque collection of hotels and casinos.

So perhaps it is not surprising that the man they call 'The Donald' has launched a luxury lifestyle magazine, Trump World. The magazine has a print run of 200,000, with 50,000 copies distributed around Trump's hotels and casinos and the remainder sold on newsstands or via subscription.

It made its debut in September and will appear bi-monthly, with a cover price of dollars 5.99.

Trump World's publisher and editor, Michael Jacobson, says he wants to 'take the magazine international in 2005'. Jacobson worked for the American magazine publisher Lockwood before launching his own company.

He approached Trump after staying in one of the tycoon's hotels in Atlantic City, and noticing that 'not only was there not a Trump magazine, there were no magazines of any kind'. Jacobson and Trump piloted Trump World in 2003, printing 85,000 copies and limiting the circulation to Trump-branded properties. But after the success of The Apprentice - the hit reality TV show in which young hopefuls compete for the opportunity to work for ...