Hope springs eternal
There are a number of magazine categories in which, despite many false starts, there is a perennial belief that the problem is simply not finding the right formula. Canada is a hard place to start certain kinds of titles. Sports is one. Men's fashion is another. As Samuel Johnson said of second marriages, it is a triumph of hope over experience. The impending launch of Sir, as a spinoff from Fashion Quarterly by Kontent Communications is the most recent example. But it may be the exception that proves the rule. It is being started cautiously as a twice-a-year line extension of FQ, it is being done by people who have a track record (Geoff Dawe and Shelagh Tarleton), and perhaps the market is now ready to support such a book.
posted by D. B. Scott at
9:10 am
3 Comments:
I agree. Shelagh and Geoff sure know how to sell ads. And it sounds to me like the editorial position has been very finely honed. It sure sounds like a fun launch to watch.
again we're late on the bandwagon, i don't see how a metrosexual book can honestly compete against the conde nasties and hearsts. even a beaut like 'vitals for men' had to shutter for lack of ads and stiff competition. while i respect that company's efforts, their FQ product reads like advertorial and everyone i know flips through it for 5 seconds then discards. at least toro looks like a magazine. is controlled circ truly a viable business plan?
Controlled seems to be working for Toro. And FQ. And Inside Entertainment.
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