The Chron has announced that it is launching a glossy, full-color niche publication called SF iS that will be delivered to approximately 25% of the paper’s subscribers six times a year. SF iS will be “(f)illed with high-end travel escapes, inspired home designs, fashion forecasts and glitterati events” for readers with “sophisticated appetites” the announcement said.

“SF iS reflects a great piece of San Francisco’s personality, style and uniqueness,” said Chron Editor Phil Bronstein (pictured). “Like the city itself, SF iS will be a destination for people who want to wrap themselves in the texture and elegant spirit of this place.”

The Chron’s daily circulation was last reported to be 398,246. SF iS will be delivered to 100,000 of those subscribers, according to the announcement. Additional 10,000 copies will be available in four-star hotels, high-end boutiques and select, upscale shopping destinations, the Chron said. The first issue is due Sept. 21 and the second on Nov. 16.

Anastasia Hendrix will be the editor of the new publication and regular contributors will include Fashion Editor Sylvia Rubin, Society Columnist Catherine Bigelow and Feature Writer Carolyne Zinko.