The publishers of Philadelphia Style magazine are planning to launch a glossy “home and lifestyle publication” called D.C. STYLE in Washington this spring targeting affluent D.C. residents. The magazine will compete head-to-head with Washingtonian magazine.

This week’s Northwest Current reports that the bi-monthly magazine will “target educated and affluent residents in their late 20s to mid-40s” and also “city-dwelling empty nesters,” and curiously observes “The editorial content will be purely positive, with no negative restaurant reviews or investigative journalism, according to the release.” Their website currently has information about subscribing and advertising and promises to “chase the latest trends so you don’t have to.”

In response to a post in the eGullet discussion forum by the Food and Drink section editor, Rich Pawlak, soliciting writers for the new publication, one poster asks “I don’t think DC needs another bling-bling/who is DC’s best plastic surgeon magazine.” What do you think? With the Examiner also targeting the city’s wealthy (only 32,000 are distributed in the District) will the rich be too overloaded with publications to read them all?