At a time when magazines are folding and publishers are laying off staffers en masse, Guitar World publisher Future US has announced the launch of Guitar Aficionado, an upscale men’s lifestyle magazine for guitar enthusiasts.

“With publishing increasingly narrowing, we have identified a unique approach to communicate with high net worth individuals within a publication that speaks to them at their passion point,” publisher Greg DiBenedetto wrote in an e-mail to FOLIO:. “Niche categories, especially those with an affluent reader such as Guitar Aficionado, will deliver advertisers heightened brand awareness and affinity among readers, more so than general interest or music publications.”

The quarterly title is set to hit newsstands May 12. It will carry a controlled and paid circulation of 100,000, the company said.

In addition to the guitar titles, Future publishes Playstation: The Official Magazine, Nintendo Power and PC Gamer magazines.