Exec experiment continues

Folio: The Magazine for Magazine Management, August 1, 1993 by Lambeth Hochwald

Rodale Press has rolled out a second version of what was initially Young Executive. Renamed Exec and sporting an updated look for its Summer '93 issue, the title targets up-and-coming male professionals looking for practical career information and guidance.

"The magazine is still directed to men between 25 and 40 who work in a corporate setting," says executive editor Mark Golin, who also worked on the launch of Young Executive in January 1992. The difference is that the second issue is a little more sure of itself editorially. "The last version was friendly. This one looks snappier."

Originally developed as a merchandising tool for Men's Health, the new title will stand on its own beginning in 1994, when two issues are scheduled to appear. That number could increase, though, depending on how well the 200,000 newsstand copies (June cover date) sell this summer, says Jeffrey Morgan, publisher of Men's Health.

"This is an experimental magazine based on the Men's Health approach of talking to readers on a personal level," says Morgan. "Men's Health is a magazine about all the concerns of a man's life, and Exec has that same service orientation."

In the future, Morgan adds, a select portion of the Men's Health subscriber file may receive Exec in a controlled manner--although the emphasis will remain on newsstand distribution, provided that sales are strong. Exec also may eventually reach new readers through partnerships with business organizations and MBA programs.

"The readership we're trying to appeal to with Exec would not be high enough on the corporate ladder to read Forbes," Golin explains. "We tried to keep in mind exactly how guys feel about their careers. It's a realistic magazine for men on a successful track."

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