In pursuit of the young male American consumer, Red Bull has turned from must-drink into must-read. The brand announced it is about to start publishing a new monthly lifestyle magazine for 18- to 34-year-old male audience in the U.S., The Red Bulletin. The June issue will be available later this week, USA Today reports.

The glossy 100-page magazine with the circulation of 1.2 million will be published along with concurrent iPad app for those who prefer digital media to printed ones. However, though it’s only to debut in the U.S., in Germany, Spain and UK Red Bulletin is known since 2010.

75,000 copies of the first issue will be available on newsstands at $4.99. The total cost of the annual subsription is $12 for 12 issues. However, on the third Sunday of each month, copies of Red Bulletin will be tucked inside major U.S. Sunday newspapers, such as Los Angeles Times, Chicago Tribune, New York Daily News,The Miami Herald and The Houston Chronicle.

The first U.S. issue tells the story of San Francisco pitcher and World Series hero Tim Lincecum.

Debbie Sklar, vice president of print at Horizon Media, assures Red Bull is wasting its time trying to attract young customer with a printed product. «Are 18- to 34-year-olds really reading newspapers?» Sklar asks.

Despite the pessimistic opinions, Red Bull has sold almost all advertising spaces in the first U.S. issue. EA Sports, Dyson vacuum and Zappos are said to be among the advertisers.