• by Erik Sass  @eriksass1, July 14, 2006

What's Brown And Tight And Raising Eyebrows All Over?

The August issue of laddie mag FHM is considered hot enough by the landlord of Grand Central Station to warrant brown paper wrappers at three Hudson News retail locations in the transit hub. With one black vinyl-clad forearm draped demurely over her breasts and a license plate tastefully snapped to the matching bikini bottom, Tera Patrick's photo has thrust FHM across the blurry line between acceptable newsstand images and soft-core porn.

The brown wrappers leave the FHM title visible, pointing to the erotic question: What's more titillating, that which is seen or that which is hidden? In a New York Post article on this subject, an FHM spokeswoman claimed the move was deliberate, saying, "We sell better when we're partially covered," adding that the magazine hoped to sell 400,000 copies, exceeding its usual circulation of about 360,000.

Some data is available on the reactions of heterosexual men to pictures of semi-exposed breasts. A 2005 study from Britain said a fifth of its male respondents reported glancing up to appreciate sexy billboards, a finding that raised serious traffic safety issues. It remains to be determined whether the same stats apply to pedestrian collisions in an already frenetic Grand Central Station, and the effects of brown paper are anyone's guess.

42 Magazine Launches In Q2

The Magazine Publishers of America estimates 42 new magazines launched during the second quarter of 2006, a 31 percent increase compared with the same period last year and further reason to believe rumors of print's death may have been greatly exaggerated. The new launches included 21 lifestyle titles, 15 women's mags, 10 titles for the rich, six sports and leisure mags, and three titles targeting African-Americans.

On the other hand, the second quarter of 2006 also saw the closing of a number of prominent titles, including American Media's Celebrity Living, Shape en Español, auto enthusiast book MPH, and Conde Nast's Cargo. In the same period Hachette Filipacchi folded Elle Girl's print edition and relocated its content exclusively online. Conde Nast consolidated its bridal titles, and rumors have circulated that Dennis Publishing may sell superstar Maxim.

This churn probably means many of the new titles will fail, but all the same the sustained interest shows publishers still feel print is powerful. Indeed, announcing the launch of a new homemaking lifestyle title, Blueprint, no less an authority than Martha Stewart recently dismissed the prediction of a prominent tech exec that magazines will be replaced by digital substitutes in the next ten years: "Of course, I could be wrong, but I don't think anything will ever replace the sense of enjoyment I get from curling up with my favorite magazines."

When You Care Enough To Publish The Very Best

Hallmark, which normally prints greeting cards, now plans to print a magazine. The aptly named Hallmark Magazine, is a women's lifestyle title that will draw on the card and gift giant's existing retail and promotional connections to achieve wide distribution. Launching with an August issue, it will focus on fashion and, no surprise, gift giving. The magazine will tap Hallmark's network of 4,000 "Gold Crown" stores - a larger network than the Gap and Banana Republic -- as well as Hallmark's large share of in-store radio play at Safeway Supermarkets. Hallmark has also forged a "sampling agreement" with WalMart, and last but not least can exploit its Website, which the company claims had 129 million visits in 2005.

The North Face Launches Epic The outdoor gear and apparel brand The North Face has launched a new online magazine, Epic, in cooperation with custom publisher Pace Communications. Epic aspires to be a true custom publication, not simply a cleverly made catalogue, with articles by famous outdoor lifestyle enthusiasts whose stories often have a gripping Jack London appeal. Authors currently featured on the Web site include big names in outdoor adventure like Willie Benegas, Lisa Rands, Greg Child, and Joe Kulak. Benegas' first feature on the site, for example, details the charitable effort mounted by The North Face to deliver aid in Pakistan after the disastrous 2005 earthquake.

Maxim and CBS Join Forces

Laddie mag leader Maxim has partnered with CBS SportsLine, for a reciprocal sharing of content aimed at promoting the male youth market for both companies. Designed to deliver "the young man's ideal Web experience," each site will lead users to the partner's content. Maxim will post links to SportsLine content, and will also contribute Maxim-style sports commentary to SportsLine's "SPiN" section.