'Vitals' Promises To Be Different Than 'Cargo'

"It's not about showing the 50 raincoats," says Zee. "It's about showing the best three." That's how new Vitals Editor in Chief is setting Vitals apart from Cargo.

The magazine promises to be more about upscale lifestyle as it relates to shopping and products rather than a comprehensive list of all 350 products available in a particular month.

Even in the face of Cargo's successful launch, advertisers are buying into the Vitals conpect. The debut issue, which features Matt Damon on the cover, will contain 80 ad pages.