• by Michael Shields , November 4, 2004

Media planners are giving For Me, Hachette's new women's service magazine aimed at women aged 25 to 35, high marks for going after a niche demographic in a way that many titles have not.

"It fills a void," said Steve Greenberger, senior vice president, director of print media at ZenithOptimedia. "There are some fabulous teen magazines, and some great women's service books. But [this demographic] hasn't been talked to. These are people in transition."

Transition is a big theme in For Me, as the magazine tackles subjects that become bigger issues as women's lives become more serious, such as buying a home, throwing a dinner party, shopping for furniture as a couple, and trying to save extra money (along with the requisite fashion, beauty, and health editorial).

Greenberger said that the book that comes closest in target audience and content to For Me was Cosmopolitan. "But they are not talking to Reese Witherspoon (For Me's cover girl) as a peer," he said. "This is really like a young women's service book."

For Me also seems to have hit on something with the magazine's tone. Jane Chesnutt, For Me's editor-in-chief and publisher, likens it to "Friends," rather than "Sex and the City," with the content being more realistic than voyeuristic. "It has a real feel-good quality," she said. "The tone is fun and silly, but not sarcastic."

That is evidenced by headlines such as "Hey, Jelly Belly! Lose that Jiggle" and "I'm Getting Canned for Sure."

"It is light and cheery, and not edgy," added Greenberger.

Greenberger believes that For Me's newsstand-only play was "gutsy and smart." The magazine will launch with a rate base of 300,000, selling at a $1.45. "You can judge that right out of the box."

Extreme Launch

Last month, Ziff Davis launched a magazine geared for hard core technology enthusiasts, titled ExtremeTech. But that's not the interesting part.

ExtremeTech has existed as ExtremeTech.com for three years, and the new magazine represents a rare transition from online to offline.

This move was "definitely not something we planned originally," said editor-in-chief Jeremy Kaplan. "The magazine is an evolution of the site, not the other way around."

ExtremeTech was launched in 2001 to replicate what PC Magazine had once been 20 years ago, before the market for personal computers, and then the magazine broadened considerably. The ExtremeTech Web site, and now the magazine, is geared for that computer user who likes "to do it yourself, work with your hands," said Kaplan. "He really knows about building computers."

In building a magazine from a Web site, Kaplan admits the necessity of being careful in not alienating the Web site's loyal and devoted audience. "Can we do things differently? We'll see."

One shift that Kaplan and his small staff have made is winnowing down typically 10,000-word articles that work on the Web into shorter, magazine friendly lengths.

Advertising has been solid for the first issue, which is carrying over 40 pages. Ziff Davis plans a second issue for January, with plans to publish beyond that on a to-be-determined frequency.

This Title Should Prove Sea Worthy

With the National Guard playing such a prominent role in both defending national security and fighting the war on terror, it seems about time for a magazine devoted to these 350,000 plus active soldiers.

That is what Mitch Powers and Ed Brown decided in March when they launched GX magazine exclusively for members of the Army National Guard.

"There was a tremendous appeal to provide good service to guard members and their families," said Powers. "They are being called on more than ever before during a time of deployment and mobilization."

Through four issues, GX is publishing 150,000 copies every two months, hitting all 50 states. The magazine is also commonly forwarded by family members to those serving in the Middle East, and to specific military bases by request (GX operates independently of the military).

While the magazine provides valuable assistance to guard members on how to get more out of their careers and how to navigate various government programs, the magazine's best received content serves to "celebrate the soldiers and their families," said Powers through soldier's personal anecdotes and tributes. "This is a positive ramification of what we've done. They are very much unsung heroes."

Advertising has been slow at the outset, as GX faces a "long dry spell before 2005 budgets," said Powers. But the fact that GX will reach an audience of primarily 18- to 34-year-old men will likely make the title highly attractive to auto manufacturers, apparel companies, and just about any other category.

So far, insurers Geico and USAA Insurance have signed on, along with Travelodge.

Notes:

- Health Magazine has hired brand development and corporate strategy firm HotSpring.

- Through November 14, Home magazine is allowing consumers a chance to bid on home furnishings from the title's 2004 American Home of the Year located in Daniel Island, S.C. on eBay (go to www.ebay.com/homemagazine). A portion of the proceeds will benefit the Charleston, S.C. chapter of the Susan G. Komen Breast Cancer Foundation.

- Cooking Light will close 2004 with 1,468 advertising pages while boasting an 18 percent revenue gain. The estimated $112 million in revenue reflects the title's 17th consecutive year of growth.