Yesterday, Icon, the new lifestyle and in-depth reporting magazine from Bonnier Tidskrifter at last made its appearance on the newsstands. Joel Persson and Peter Smirnakos share editor-in-chief duties.

"We're providing something that's not available on the market," says Smirnakos. "We don't want to limit our topics or just write about someone who's making news this month. It's terribly important that everything we publish is of the highest quality in every respect. For example, we don't buy ready-made stories but make our own assignments based on what's right for Icon."

The first issue includes an interview with Bob Shaye, the founder of New Line Cinema, the production company behind hits like Seven and The Lord of the Rings trilogy.

"It's unique for a Swedish magazine to be able to come into Bob Shaye's home in The Hamptons and hear him describe Hollywood power plays and how it felt when he lost hundreds of millions," says Smirnakos.

Swedish businessman Percy Barnevik is also featured in the first issue, talking about his latest project, the aid organization Hand-in-hand. Persson emphasizes that Icon is about in-depth reading and journalism.

"While other magazines feature eight-page interviews, we give them up to 20 pages," says Persson. "We not only visited Percy Barnevik at his house in Sweden, we also went to Hand-in-hand's operations in Afghanistan."

Icon will come out ten times a year, and individual copies are SEK 89 at the newsstand.