A Magazine Whose Backers Are Mainly Hackers

Targeting Hackers For the publishers of the new magazine Make, the term "hack," when applied to technology, is not a bad word.

Make comes from O'Reilly Publishing, which publishes the popular series of "Hacks" books, including "Google Hacks," "Gaming Hacks," and "Mind Hacks," as well as a spate of other books on technology innovation.

For these guys, "hack" is a term that indicates using technology for fun in an unexpected way. For example, to hack is to build your own magnetic strip reader at home to find out what hidden information is being stored on your credit cards.

To hack is to attempt to take apart various tech gadgets, like your ipaq. To hack is to rig a device that will allow you to take aerial photos with your digital camera while suspended on a kite (the camera, not you). Think of car enthusiasts working on turning an old jalopy into a speedster, and you get the idea.

It's those sorts of hacks, along with their spirit of creative industriousness, that will color Make.

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"O'Reilly has a fun, cool reputation," said Dan Woods, Make's sales and marketing director. "This is definitely not homework."

Additionally, Editor in Chief Mark Frauenfelder talks about bringing a "left-of-center-goofiness" to editing the new magazine.

In coming up for a design for Make, Publisher Dale Dougherty dug through issues of Popular Science from the 1950s for inspiration. He wanted the magazine to capture the feel of those old issues, and thus, Make will publish a smaller, book-like format--a bit larger than a digest-sized title.

Unlike the typical technology book, which appeals to a younger tech geek demographic through a focus on subjects like understanding Linux code or Microsoft Windows tricks, Dougherty expects Make to appeal to an older target--guys in their 30s and 40s who approach technology in a more hands on, experiential fashion.

Dougherty has an interesting comparison in describing the new title, which will launch as a quarterly with an initial rate base of 45,000. "We want to be like Martha Stewart, in the way she describes and breaks down projects for the home," he said.

For its debut issue, due in March, Make will run 192 pages, and has signed on advertisers such as eBay, Yahoo!, RadioShack, and Ofoto.

Best in Show A few years ago, if one were to pick up an issue of Show Circuit magazine, they would have a much different experience than when picking one up today.

Back then, the magazine essentially provided a listing of competition results from the equestrian circuit. It was printed on low-quality paper, and appealed almost exclusively to those actively participating in the riding world, mostly on the West Coast.

"Older issues were successful in the sense that they sold advertising to endemic brands," said newly hired Creative Director Warren Christopher. "But there was not a lot of editorial. It was for really hard-core people."

Since Show Circuit was purchased by Publisher, CEO, and President Jami Morse Heidegger, it has become a completely different magazine, focused on the upscale world of equestrian culture.

"This celebrates equestrian culture," said Christopher, who was previously the fashion director at Men's Fitness and helped launch Men's Health. "It's more of a lifestyle magazine. It's definitely geared for people who love horses, but also people who are attracted to the high-end category."

Over the past year, Heidegger increased the amount of editorial to include more broadly appealing content. Now, the magazine includes regular features on luxury travel, such as an article on horseback riding in Tuscany, plus shopping and fashion. Recently, Show Circuit ran a 14-page fashion spread featuring well-known equestrian figures, including Olympian Chris Kappler.

"We are trying to increase consumer advertising," said Christopher, who is credited with bringing in new advertisers such as Hermes, Rolex, and Marc Jacobs fragrance.

Show Circuit is also working on increasing its circulation, through new distribution deals at Barnes & Noble and Borders as well as using celebrities like Glenn Close and her daughter, Kelsey Grammer, and Shannen Doherty on covers.

Filter Mini Music magazine Filter has launched Filter mini Interactive, a free downloadable magazine in which readers can click on every album listed to go directly to the Web sites of their favorite brands and bands. In addition, the print version of Filter mini will increase in circulation from 60,000 to 90,000 with the second issue of 2005.

Notes: -The March/April issue of AARP The Magazine features seven Oscar Award-winning actresses, including Kathy Bates, Shirley Jones, Rita Moreno, Marcia Gay Harden, Joanne Woodward, Patty Duke, and Cloris Leachman. The actresses appear in designer gowns with Harry Winston diamonds, shot by famed photographer Firooz Zahedi. -Chile Pepper magazine has undergone a redesign beginning with the February 2005 issue. New York-based Lifestyle Media Inc., which purchased Chile Pepper in 2004, promises a user-friendly experience with more departments, features, and recipes.

-XXL magazine recently appointed Juleyka Lantigua to the position of managing editor. Lantigua was most recently the managing editor of Honey magazine, and is the former managing editor of Urban Latino magazine. She's also a nationally syndicated columnist with Knight Ridder. For XXL, she will focus on supervising the daily editorial and production systems of the magazine.

-Home magazine will once again host the "Home of Legends" show home during the NFL Alumni Super Bowl weekend, February 4 through 6, 2005 at World Golf Village in St. Augustine, Fla. Currently in development by Marcus Allen Homes Inc., an independent franchise of Arthur Rutenberg Homes, the feature home will include a showcase of the fine products available for homebuyers.

Home of Legends founding sponsors--American Standard, Electrolux, KraftMaid Cabinetry, Masonite, and Schlage--will be involved in a variety of exclusive events attended by former and current NFL players.

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