Worth magazine, which has catered to the ultra-affluent since 1992, will be relaunching with a controlled circulation of 110,00 big-city households that are worth at least $2 million. Everyone
else has to pay $20 per issue at the newsstand.
Sandow Media, which bought
Worth from CurtCo. Media last year, has overhauled the title's design and its business model. The bimonthly
publication will be smaller, with thicker paper, more photography and a matte finish. It is lead by editor Richard Bradley, co-founder of
George, and publisher Patrick Williams, who came from
The Economist.
Worth's national advertisers pay between $12,000 and $20,000 an issue for a page, and wealth advisers can sign up on an annual basis for nearly $30,000.
Worth insists the timing of its relaunch is good because wealthy people are panicky about their investments in a shaky, post-Madoff world. Nonetheless, the magazine's average
paid-subscription circulation was only 31,024 in the last six months of 2008, down 57.1% from the same period in 2007, per the ABC.
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