Veterans' Awareness Week, which runs until Sunday, has been chosen as the launch pad for Forward, a glossy Royal British Legion magazine that will be published twice a year.
The magazine will focus loosely on the work of the legion, but also hopes to engage a wider readership.
The contract publication has a print run of 68,000 with a closed, free circulation of 38,000 going out to MPs, company heads, schools, charities, local authorities and legion donors and branches.
It will also make 30,000 available to the news trade and retailers including WHSmith and Tesco. Copies will also be given out this week at St James's Park, where the legion and 30 other organisations are hosting the Living Museum to mark the awareness week.
The inaugural issue features Olympic champion Kelly Holmes on the cover and will include articles by Jeremy Clarkson, Melvyn Bragg and former Commons Speaker Betty Boothroyd.