Gary Susman
June 26, 2004 AT 04:00 AM EDT

Having conquered primetime TV, Donald Trump is about to take on Oprah and Martha as TV icons-turned-magazine publishers. On Monday, he announced the launch this September of ”Trump World,” a bimonthly glossy magazine that, according to its press release, will take readers ”inside Donald Trump’s world, covering a variety of topics including real estate, travel, arts and entertainment, food and wine, and select business success stories.” The premiere issue, at least, will also contain inside dish about the forthcoming second season of Trump’s ”The Apprentice.”

”I figured we conquered the TV business, so I guess we have to go magazines now, right?” the tycoon told USA Today. Actually, ”Trump World” is a relaunch of a magazine Trump tested briefly in 2002, when it was exclusively available to guests in his hotels and residents of his condominiums. Anyone who reads the magazine now, besides the big spenders who have comprised his clientele, ”is gravy,” Trump said. But ”Trump World” editor/publisher Michael Jacobson said that the magazine would appeal to regular folks as well. Calling the magazine’s namesake a ”human logo,” he said that ”there’s no better person out there” to launch a magazine with instant, wide-ranging brand appeal. If Jacobson’s wrong, we can guess what two-word phrase he’ll be hearing from The Donald.

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