Miller Freeman reaches for fitness edge

Folio: The Magazine for Magazine Management, May 1, 1995 by Lambeth Hochwald

The retail fitness business has exploded well beyond stationary bicycles, jump ropes and free weights into a $2.5 billion industry. Now, Health & Fitness Business, launched in February by Miller Freeman, Inc., is joining the action.

The 18,000-controlled-circulation title is geared to retailers at full-line sporting goods stores, specialty fitness shops, nutritional stores, in-line skating and bicycle dealerships, as well as fitness-gear manufacturers and wholesalers. It covers trends, product development, retailing how-tos and the latest in fitness apparel, in-line skates, nutritional products and exercise videos, according to editor Alyssa Lustigman. "It's for buyers and owners," says Lustigman, who doubles as features editor of Sporting Goods Business, another Miller Freeman title covering the fitness market. "The magazine is aimed to be an educational tool - we have found that retailers want extra copies for their employees."

Other publications deal with the fitness business, but skim the surface because they have to cover such huge markets, says Lustigman. "We thought this was a good time to get a niche fitness publication out there," she says. "More retailers, including swimming-pool dealerships and stores like Target that are expanding their fitness departments, are selling fitness equipment and products."

In its coverage, Health & Fitness Business will examine issues affecting the fitness market, report on the changing retail landscape, and investigate trends in exercise participation.

Andrew Gaffney, associate publisher, says it's possible Health & Fitness Business may eventually expand its controlled readership, but first things first. "The core of the business - specialty dealers - is a small business," he explains. "As both the industry and demand for the publication grow, we'll probably expand slowly."

Miller Freeman plans to publish two additional issues of the magazine this Year (along with three newsletters), then take Health & Fitness Business quarterly or bimonthly next year. A full-page, four-color ad costs $3,800. Address: 1515 Broadway, New York, NY 10036. Telephone: 212-869-1300.

Styles

PublicationPartners Inc. launched Styles, a bimonthly for an upscale audience, in April. Each issue covers in-depth information on a single theme, such as gardening, personal fitness, interior design, fashion and travel. The title aims to help people "get a start on something new," says publisher Russ Moore, with each story taking a basic how-to approach. Carla Waldemar is the executive editor.

Sold on newsstands, Styles' cover price is $3.25. Circulation is 150,000 paid; a one-time black-and-white ad page costs $9,539. Address: 4151 Knob Dr., Eagan, MN 55122. Telephone: 612-452-0571.

Passport Review

While most travel magazines tell you where to visit, few, according to Passport Review publisher and editor John Barnes, focus solely on how to get there. Passport Review, a bimonthly that helps the traveler find out about passport, visa, customs and medical information, intends to fill that void.

The title premiered in February with an unpaid circulation of 100,000, distributed at travel agencies and universities. The cover price is $1.95 and a subscription costs $6. The full-page black-and-white ad rate is $10,500. Address: Access Communications & Technology, Inc., 122 East 42nd St., Suite 1700, New York, NY 10168. Telephone: 212-551-1060.

Car & Travel

The American Automobile Association introduced its newest magazine, Car & Travel, in March.

Launched as a bimonthly (monthly in New York State; quarterly in Alabama), the title isn't targeted to the high-end sports-car enthusiast or adventure-vacation seeker, say's a company spokeswoman. Rather, Car & Travel focuses on popular vacation destinations, AAA's top hotel values, reviews and ratings and practical advice about car ownership. Douglas H. Damerst is publisher and editor of the new magazine.

With 15 regional editions, Car & Travel reaches 4.7 million subscribers. The price of the magazine is included in membership dues; there is a $1 cover price. The ad rate for a black-and-white page is $102,096. Address: 1000 AAA Dr., Heathrow, FL 32746-5063. Telephone: 407-444-8000.

Old-House Interiors

Those readers interested in learning more about pre-1940 interior design can find it in Old-House Interiors, a new quarterly launched with a spring issue from Dovetail Publishers.

While the bulk of Old-House Interiors' 100,000 readers also read Dovetail's flagship, Old-House Journal, says Lynn Elliott, associate editor, the launch will ultimately reach a broader audience. Targeting interior decorators, collectors and owners of pre-war homes, Old-House Interiors provides hands-on information and inspirational examples. Editorial will include a style section, a decorator's how-to and a history of furniture, and features on incorporating traditional design with today's modern lifestyle. Patricia Poore is the editor in chief, William J. O'Donnell is the publisher.

A black-and-white full-page ad is $3,300. The cover price is $4.50 and annual subscriptions cost $18. Address: 2 Main Street, Gloucester, MA 01930. Telephone: 508-283-3200.