20 Power Launches FOR THE '90s

Folio: The Magazine for Magazine Management, Feb, 2000 by Susan Thea Posnock

The title's audience--which Rollins says is 70 percent African American and 30 percent white, and is divided 50/50 between men and women--reflects Vibe's ability to push diversity. The staff reflects that same multicultural mix, he says. "That is such a phenomenal feat; such well-balanced diversity."

In Style

LAUNCH DATE 1994

AD PAGES 1994: 197; 1999: 2,515

RATEBASE 1994: 500,000; 2000: 1.3 M

STAFF 1995: 61; 1999: 163

FREQUENCY 1994: Six issues; 2000:

Monthly, plus four special issues InStyle capitalized on the public's insatiable appetite for celebrity news to carve out a unique niche in the crowded women's category.

"Women were tired of the same old same old," says publisher Louis Cona. "Take any beauty and fashion magazine and cut the title off--you'd have a hard time telling which one is which." InStyle, on the other hand, struck a cord with readers because the magazine offers choices instead of advice, says Cona. Unlike other fashion titles, "In Style doesn't produce anxiety," he says.

The magazine, like many others, is extending its franchise into other media, including television. Last year it launched its first network special, "Celebrity Weddings InStyle," on ABC, and, according to Cona, similar projects are planned this year.

Roberta Garfinkle, senior vice president and director of print media for McCann-Erickson in New York, sums up the magazine's prospects this way: "You couldn't stop InStyle with a brick wall."

Latina

LAUNCH DATE 1996

AD PAGES 1996: 55; 1999: 550

RATEBASE 1996: 100,000; 2000: 225,000

STAFF Launch: 10; Today: 40

FREQUENCY First year quarterly; bimonthly after six months; monthly after first year

Sometimes it's all about timing. Latina appeared on the newsstands just as the American Hispanic population began creating the largest demographic shift in U.S. history. And according to president and publisher Christy Haubegger, the female Hispanic audience was ripe for a magazine edited for them. "I think that most Hispanic women grew up feeling like I do, a little bit left out of most magazines."

And while almost any magazine would relish having a market all to itself, Haubegger says she welcomes competition. "It would be helpful to have another successful story in the market. We would suddenly be a category." But that doesn't mean that Haubegger has ruled out the possibility of creating a category single-handedly. Launching sister publications that target specific audiences in the Hispanic market is a consideration, she says.

Despite Latina's renowned success in building a loyal audience, Haubegger says the magazine is still struggling to build interest in the advertising community. Advertisers recognize that the market is large and growing, says Haubegger, but they are reluctant to dive into it because it's still relatively unknown.

"Latina did something that no one else had done, and they clearly identified an unfulfilled consumer need," says magazine consultant Rebecca McPheters. "As long as they stay in touch with their readers, they'll be in great shape."