It slipped out silently, and now it can even be found in the bedrooms of Ashford Castle. A "mixture of Social & Personal and Country Life" is how the backers of a new western venture describe what they have to sell.
The venture is Galway Life, a glossy monthly and one of several new publications to hit newsagents' stands this summer in the city. Magpie, a what's-on magazine backed by the Galway Advertiser, had a high-profile launch a couple of months ago.
"We sent out some press releases for our first issue, but we don't want to be making any rash bland statements until we know we have it right," says Peter O'Mara, general manager of Galway Life.
Are they rivals already ? "No, ours is a very different market", says Jacqui Broderick, editor and managing director of the publication. Her page 3 illustration gives some indication of her target audience. Last month, it was a portrait "to celebrate the 19th birthday of Mary Davy of Barna, daughter of Mrs Davy and the late Mr Davy".
This month, it is "a portrait of Grace Collins of Newcastle, Galway, to celebrate her graduation from the Galway Mayo Institute of Technology" - both being studies taken by photographer Peter Harkin.
"Engagements, weddings, social events" - this is what Galway Life's editor places great emphasis on, while Magpie is obviously aiming for a younger readership. For Ms Broderick, this is her first experience in the editor's chair. Neither she nor her husband, Jim, who is originally from Athenry and was involved in construction in Britain, have had previous links with publishing.
Their "pilot" is Peter O'Mara, who began life as a copy boy with the Irish Independent, worked with the Galway Advertiser and has "been around". The company employs nine people, with three in sales, two in editorial and two in production.
O'Mara is confident that there is captive market out there, and the magazine is already selling over 8,000 copies per issue, he says, including 1,500 copies placed in county hotel bedrooms.
Distributed in the western region, it is also concentrating on its subscription list at home and overseas. It may place some copies in Dublin, he says.
The company isn't stopping here either. Six other counties have been registered for similar titles. "We'll see how we get on here first," both he and Jacqui Broderick emphasise.
However, young debutantes and the social movers and shakers in Kildare county may be next on their editorial list.