• by Michael Shields , August 12, 2004

While shopping magazines have undoubtedly been among the hottest categories of late, Conde Nast's Cargo was definitely considered experimental, given its target: Men who love to shop.

Five months into its launch, Cargo appears to be resonating, and then some. The magazine will increase its rate base to 350,000 effective with the February 2005 issue. That's a quick 17 percent jump in rate base since the March 2004 launch.

Conde Nast feels confident in doing that based on Cargo's newsstand sales, which have been estimated to be in the neighborhood of 110,000 copies sold for the first two issues. That number is higher than established titles like Details, Men's Journal, and GQ do on a regular basis.

As a result, the men's shopping guide will increase its frequency from six issues in 2004 to ten issues in 2005.

Although it is early, it seems men wanted something like this. "This is something that was missing in the men's market," said Publisher Alan Katz. "Perhaps more than we ever thought."

Katz said that he even had to cancel ads in the magazine's second and third issues promoting signups for Cargo Council, where men sign up to join a shopping community/focus group, after 2,500 guys signed up in the first 36 hours. Currently, the council has 8,000 members and a 4,000 person waiting list.

This is an audience that advertisers are clamoring for. "These are men that have their hands close to their wallets," said Katz. After a record 97 pages of ads for the launch issue, Cargo is carrying 116 ad pages in September, with October expected to be better.

The magazine's true test will be whether these men keep coming come back, and whether competition affects this new category, as, Detail's spin-off Vitals is waiting in the wings.

New Political Mag From JFK Staffer's Daughter

Helen O' Donnell, the daughter of JFK's former chief of staff, is heading into territory once explored unsuccessfully by JFK Jr.

O'Donnell, whose father, Kenneth P. O'Donnell, served under Presidents Kennedy and Johnson, is launching "The New Frontier," a national political monthly magazine that will address "the increasingly busy intersection between politics, lifestyle and entertainment." That description sounds a lot like the now defunct George, John F. Kennedy Jr.'s former labor of love.

"The time is right, and we are committed to bringing a new vision of the impact of some of the key forces which shape our society at all levels, for good or ill, to today's citizens and today's culture," said Helen O' Donnell in a statement. "More than ever, people really want to have a say in the direction of their country, and 'The New Frontier' will not only help give them that voice, but will reflect the dynamic --and sometimes absurd--interplay between politics, media, entertainment and government."

"The New Frontier" will launch with an initial circulation set at 250,000, to be published in coordination with Congressional Quarterly.

From the sound of it, the magazine will cover political celebrities with in-depth features, as George often did. Yet, the editorial also appears to be geared to please C-SPAN junkies as well, with up-close stories on how the national government actually works.

However, it will not necessarily be bland. Regular features include "Comedy club," where working comedians talk politics, and a column entitled "Panderer-of-the-month, which "honors" those in entertainment, politics, and government who by their actions talk down to people.

The magazine will also regularly allow celebrities to engage the President, in a "Dear Mr. President," letter.

As part of the launch of The New Frontier, O'Donnell has founded a not-for-profit organization, Citizens Restoration Corporation (CRC) which, in part, is dedicated to improving America's small business base in partnership with incubation centers around the nation.

Adventure Sports Goes Digital

Adventure Sports has signed on Texterity to be its digital delivery partner. The magazine will begin using Texterity's Published Web Format, making the magazine accessible electronically the same day the publication is distributed.

The publisher promises that advertisers will be able to receive direct feedback from their advertising via print ads which are multi-linked to advertisers' Web sites.

The magazine's digital subs will total 20,000 to start, pushing total distribution to over 50,000.

All You--Not So Cheap

In response to yesterday's article regarding All You, where it was stated that "buyers speculate Time Inc. will be able to dodge using expensive wholesalers," Time Inc. says that is not true. Despite its exclusive arrangement with Wal-Mart, All You is in fact continuing to use the traditional wholesaler channel for distribution.

End Notes:

* DoubleDown Media has launched Trader Monthly, a new magazine targeting those in the financial trading industry. The magazine will cover trading as a lifestyle and a culture as well as a professional pursuit.

* Inspire Your World magazine is sponsoring a Leadership Breakfast on August 18th at 8:30 a.m. at the Princeton Club located in New York City. The event will feature speakers from the Avon Foundation; Hill, Holliday; IBM Foundation, and many other keynote speakers to discuss topics such as how America's top companies can work with nonprofit organizations.

* Tennis magazine has added five new sponsors to its Grand Slam event, an interactive tennis experience held in New York City's Grand Central Terminal during the 2004 U.S. Open. Balance Bars, Celebrex, Chrysler, Fidelity Investments, and 7-UP Plus have all signed, joining Evian and Michelob Ultra. The event, which features a full-size tennis court, rally wall, fast-serve cage, and a variety of other hands-on tennis experiences, kicks off on August 27th. Chris Evert will host, with current pros Robby Ginepri, Lleyton Hewitt, and Todd Martin--and legends Owen Davidson, Roy Emerson, Ken Rosewall, and Fred Stolle--all scheduled to attend.