JFK Jr.'s George moves ahead - John F. Kennedy Jr.'s political magazine, George - Brief Article

Folio: The Magazine for Magazine Management, Nov 15, 1994 by Lorne Manly

John F. Kennedy Jr.'s much ballyhooed entry into the world of magazine publishing is one step closer to reality following an early October drop of 150,000 direct-mail pieces hyping George, the political magazine he is trying to launch with co-founder Michael Berman.

The charter subscription offer for the monthly title ($24 for one year) positions George as a non-partisan insider's guide to the processes and people of politics. "George is to politics what Rolling Stone is to music, Forbes is to business, Allure is to beauty, Premiere is to films," reads the package, created by copywriter Judy Weiss and designer Marty Davidson.

As the direct-mail test results come in, Kennedy and Berman are searching for investment candidates willing to pony up between $5 million and $10 million. Because of Kennedy's near-royal status, they should have no trouble setting up meetings. The main hurdle to overcome: convincing potential investors that a political magazine can be truly non-partisan and still interesting.

Kennedy and Berman hope the wellknown supporting cast they have rounded up to work on the prototype and the business plan will help allay those concerns. The ubiquitous Roger Black created the prototype design; David Kuhn (who is now editor of The New Yorker's Talk of the Town section and the magazine's special issues) worked as a consulting editor for George; and the magazine consulting firm Robert Cohen Associates is helping to assemble the business plan.