 The subscription-based online magazine, "Sir John", was mixing cover girls with Canadian and international political coverage to target men and women 25–55.The magazine's motto was "Politics with Flair" and was comparable to the defunct US publication "George" that was started by John F. Kennedy Jr. which featured stars on its covers and entertaining but perceptive political coverage inside.Every month inside of "Sir John Magazine" there was coverage of politics, fashion, entertainment, technology, and culture.