The target readership is attractive to advertisers, but still underserved by publishers, claims Hubert Boehle, president-CEO of Bauer Publishing. "The older age group for teen magazines and the younger age group for celebrity magazines kept telling us that there wasn't a magazine that really met their needs," he says. "This is the first generation of readers who grew up with the Internet, so they are used to getting timely information. That is why Cocktail is a weekly."

Bauer is hoping that newsstand sales will reach 500,000 within the first year.

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