Archive for March, 2007

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Making “Russia” easier to Americans

March 31, 2007

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A new magazine aimed “to satisfy the need in the West for balanced non-political reporting in respect to everyday issues of life in Russia – however big or humble – and the country’s place in a modern world,” is ready to hit the nation’s newsstands. Russia’s publisher Ilya Merenzon says that ‘Unlike existing magazines about Russia the magazine has the unique roster of contributors having brought together the ‘dream team’ including the pioneer Russian web-designer Artemy Lebedev, internationally acclaimed writer Boris Akunin, famed art critic and dissident Marat Guelman and others. Glossy Russia! is produced in collaboration with Andrew Paulson, the founder of Afisha Publishing House (Moscow, Russia) and one of the most successful western businessmen in the former Soviet Union.” The magazine will come out as a quarterly this year and shifts to monthly in 2008. With a tag-line “Since 882 A.D.” the magazine plans to fill a void in this category of the “world is flat.” Check out the first issue of Russia here.

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Hip hip hypocrisy…more on split covers

March 31, 2007

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To have cover lines or not to have cover lines is not the story here…the story with Redbook is that LOVE always turns to SEX on the newsstand editions. Every issue of Redbook arrives promoting love for subscribers, but once you step out of your house it is sex on the newsstands. I can’t understand the logic behind making the L word the S word on the newsstands. Years ago we used to say Sex Sells, but now-a-days sex is everywhere and no longer a big seller on the nation’s newsstands. In fact we have less sex magazines published now than we had ten years ago. Celebrities are our sex of the decade. Sex magazines were the only category of magazines that witnessed a decline in term of number of new titles introduced in the last few years on the nation’s stands. So why then Redbook is doing that… it seems to me pure hypocrisy, nothing less nothing more. Sorry folks, but a three-letter word is never equal to a four-letter word.

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Relish named Most Notable Launch of the Year 2006

March 30, 2007

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2006 brought 901 new magazine launches to newsstands all across the country. While this number is a drop from the number of new titles launched in 2005, my staff and I did not have an easier time sifting through all the new magazines and deciding on the top launches of the year. From nation-wide launches to small, regional titles, this year’s crop was full of high-quality launches that could have easily made the cut. However, after the dust settled six magazines were left standing and one rose to the top as launch of the year. So without anymore waiting, we proudly announce the 2006 Most Notable Launch of the Year and the four runners up…
Relish
Relish means 1) to enjoy or take great pleasure in an experience, 2) to enjoy the taste of a particular food, and 3) to give a pleasing taste to food, for example by adding spice or relish. What appropriate definitions to describe the new cooking magazine, Relish. With Relish you have to dig in, prepare, bake and eat and enjoy. To read more about Relish and to find out about the four runners up and our inspirational launch of the year click here.

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More on split covers: The subs vs. the stands

March 29, 2007

Here are few more examples on the debate between designing different covers of the same magazine for the newsstands and for subscribers… Meredith publications Better Homes and Gardens color.jpgbhg-easy-color1.jpg, Ladies Home Journalladies-home-journal-2.jpgladies-home-journal-1.jpg, Country Homecountry-home-2.jpgcountry-home-1.jpg and
Family Circlefamily-circle-2.jpgfamily-circle-1.jpg all try to scream with cover lines on the newsstands and whisper or tone down the cover lines in your mail box. Take a look and judge for yourself? Do we really need spilt covers and what is the use? I hope to provide you with some answers in the coming days… Enjoy the journey

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The weekly with a spine was spineless

March 29, 2007

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So London magazine that launched two weeks ago in the UK as the first major glossy with a spine (perfect bound in printers’ language) ended up being spineless. The magazine announced it is ceasing publication after only two issues and a lot of fanfare. Read about the short journey of So London here.

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The Most Notable Launch of the Year 2006 countdown…

March 28, 2007

The countdown continues for the Most Notable Launch of the Year 2006… two more days and the staff of www.mrmagazine.com will announce their choice of the one and only one title that will be called the Most Notable Launch of 2006… We’ve announced the 30 nominees (see them here) and on Friday we will name the Most Notable Launch and the four runners up. Also this year we will be announcing the Most Inspirational Launch of the year. More details to come… stay tuned.

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What drops next? Antenna

March 28, 2007

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Antenna is the new magazine coming this July from Harris Publications promising to be “a survival guide for smart people who realize that every buying decision is made better by more options.” Before you jump to any conclusions and ask if the world needs another shopping magazine, read what Dennis Page, Antenna’s publisher told me. “Please do not think of us in the same breath as Cargo, Vitals, Sync, etc.,” Dennis told me. “Antenna is focused on a much more eclectic audience who consider themselves influencers and early adapters who worship great, innovative product,” he added. Antenna will not carry celebrity articles or features on the 10 best gadgets under $100. The preview issue serves as a good helping of things to come…”no concept shoots and no chasing of fleeting trends.” The products and the people behind them is what Antenna promises to deliver four times a year starting this summer. The preview issue offers a great starter dish; I can’t wait for the main course.

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A new and growing world of custom publishing

March 28, 2007

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Last Friday I attended the birth of a new community celebrating custom (or as they like to refer it in the UK) customer media. More than 20 representatives from across the globe attended the summit and decided to form the International Custom Publishing Forum (ICPF). The meeting was upbeat and lively. The information shared was more than great and beneficial and Sak van den Boom from The Netherlands was able to capture the day’s events in his blog that you can read here. Many thanks go to Patrick Fuller and Julia Hutchison from the UK’s Association of Publishing Agencies (APA) for organizing the event. For info on custom publishing in the USA check with the Custom Publishing Council (CPC) here.

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3 Days to announce the Launch of the Year 2006

March 28, 2007

The count down for the Most Notable Launch of the Year 2006 has started… This coming Friday and exclusively on the Mr. Magazine web site www.mrmagazine.com we will announce the most notable launch out of the more than 900 new magazines launched in calendar year 2006… We’ve boiled down the numbers to 30 most notable launches…3 days from now we will announce the one and only most notable launch for 2006…stay tuned…
As a reminder last year’s 2005 most notable launch was domino magazine, in 2004 it was Life & Style Weekly, in 2003 Everyday Food, in 2002 In Touch Weekly, in 2001 The Week in 2000 a tie between O The Oprah magazine and American Profile. Each and every one of our most notable launches’ choices is still published and going strong.

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Busy type or busy picture!

March 27, 2007

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What makes a better newsstands cover, a busy cover picture with limited cover lines, or a simple shot and multiple cover lines! Every month for the last two or so years the folks at Harper’s Bazaar have presented different cover shots of their stars with limited cover lines for subscribers and multiple ones, always with high numbers, for the single copy sales. Lately, however, the cover shots for the subscribers have become very busy rather than the straight model shot. Take for example the April issue covers of Reese Witherspoon. The cover includes busy and colorful typography for the single copy cover, yet limited typography, but a very busy picture for subscribers. Is it science or is it a gut feeling that editors try to follow? I for one believe there is no science to our business, no how to, just good editors making good gut decisions, and a lot of know-how. Although sometimes you wonder why editors make some of those decisions, like the one above. In any case, a gut decision in our magazine world beats the paralysis analysis status that we encounter in most cases. I will take the gut feeling approach to cover design every time hands down… An editor with the know-how attitude is ten times better than an editor with the how-to attitude. Creativity is the name of our game and change is the only constant in our business…true or false? In the coming days I will be showing examples from different magazines and how they design their covers for the single copy as opposed to their subscribers…any words of wisdom will be greatly appreciated.

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