• Folio, Friday, June 20, 2008 2:45 PM

One of the country's largest custom publishers, McMurry is launching its own unsponsored magazine as a way to use the insights it has gathered producing magazines for clients. It's titled 6 referring to readers' six passion points: wealth, style, travel, design, body and health. It will go to 100,000 wealthy households starting in November.

Says editorial director Catherine Gunderson, "This isn't a just a [print] magazine with a Web site. This is about how can we make it fresh and build something that advertisers and readers told us they want."

6 will incorporate an experiential component into the media product, including an online concierge who plans high-end trips for readers. The debut issue will also include an article about Macallan scotch--which retails for $85,000 a bottle--and offer trips for $75,000 a person to the Scotland distillery, which is closed to the public, and a of the scotch. The Phoenix-based magazine expects to turn a profit in its first year.

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