Niche Media’s Hamptons magazine has been holding down that market for years, but come next year, there will be a new title looking to grab some readers.¬†According to The New York Post, Manhattan Media is planning on launching Avenue At The Beach, a glossy targeting all the rich people that call the Hamptons their home (or second, third and fourth home).

Manhattan Media has already named Mark Drucker, the former publisher of the now-shuttered Plum Hamptons, to lead its new magazine.

This is a curious move, considering Manhattan Media is for sale, but hey, you’ve got to give them credit for being ambitious.