Seattle brews up business - magazine publishing industry - Brief Article

Folio: The Magazine for Magazine Management, Oct 15, 1994 by Erika Isler

In a market known more for its contributions to grunge fashion and the alternative rock scene, Seattle's magazine publishing community is finally beginning to attract some notice of its own.

"Demographically, this area is young," says Peggy Bilous, publisher of Adams Publishing's upstart Seattle and 28-year-old Pacific Northwest. (See "New player emerges in Seattle," FOLIO:, April 15, 1993, page 18.) "But we're certainly not only coffee and grunge."

As more marketers figure that out, activity on the local publishing front is picking up. "The market is much more competitive now than two years ago," says David Brewster, president of Sasquatch Publishing Co. and publisher of Seattle Weekly, the 18-year-old alternative newspaper. "Business confidence is definitely improving."

This year, two-year-old Seattle increased its frequency from six to eight times and expanded its distribution into 7,000 hotel rooms. Total distribution is 38,000, about 5,500 of which is paid. "Our market is developing business that other city books have already peaked on," says Bilous. Through October, the title had totaled 209 ad pages, compared with 118 for the same period last year.

Although there was virtually no fashion advertising available to the local market five years ago, that category has experienced substantial growth, thanks to the entrance of retailers like Barney's and The Bon Marche. The latter is expected to contribute 28 pages to the two books this year. (The more mature Pacific Northwest, with a paid circulation of 75,000, is running about even in ad pages this year compared with last, carrying 260 through October.)

Another plus for Adams, which purchased the two magazines in November 1992, is City, a single-sponsored, holiday-oriented publication that's produced in conjunction with the Downtown Seattle Association. The title, introduced last year as a 36-page bound insert in Seattle's year-end issue, is making its second appearance this fall. Both of City's sponsors have been local banks.

Adams is not the only company enjoying some newfound success. Last year, PS, Fivash Publishing Group's title for the Puget Sound area, upped its frequency from quarterly to bimonthly. The title, previously named Peninsula, targets baby-boomers and covers home, garden, lifestyle and local activities. Through its first five issues this year, it had run 151 ad pages. Next year, PS is scheduled to boost its frequency again, from six to eight times.

"This area is growing and diversifying," observes PS editor Joy Cardell, "and everyone is trying to tap into that growth."