The role of branding in launching the new magazine Heartbeat has been explored in this study. Heartbeat magazine will be a monthly publication focusing on fashion, film and music trends. It aims to cover the latest beauty trends, health recommendations and cultural events. Additionally, the magazine will include interviews with public figures, gaining interesting insights from their personal and professional lives. For the purpose of this thesis, primary research was conducted on the cultural interests and reading habits of Croatian lifestyle magazine readers, within a selected focus group comprising of potential male and female buyers of Heartbeat magazine, aged between 20 and 40 years old. During the focus group discussions, attempts were made to ascertain whether they read magazines or online portals, their preferences for lifestyle magazines, desired content, their understanding of music, films and fashion, their interest in interviews and what would be an acceptable price for this magazine. Among other findings, the results indicated that respondents would prefer reading the new magazine's content online and they are mainly interested in topics such as culture, music, films and travel. At the end of the paper, suggestions for branding a new lifestyle magazine are provided, including finding a market niche and linking the print magazine with the magazine's website, aiming to achieve success in the Croatian market.