Feb 5, 2008 9:11 pm US/Mountain
New Magazine Features Luxury Lifestyle In Denver
DENVER (CBS4) ―
Denver has a new city magazine simply called "Denver Magazine."
Denver Magazine was launched last Friday at a big party attended by big names with big hors d'oeuvres. A launch, however, is one thing. Standing apart in a multi-magazine market is another.
There are all sorts of magazines. Some deal with news, and some with lifestyle. Local city magazines can be an unusual blend of both, as evidenced in the new Denver Magazine. The high-color, on-slick-paper city magazine is aimed at a very specific audience.
"We felt like it was time for an upscale lifestyle magazine to show people all of the incredible things that Denver has to offer that many people don't know about," Denver Magazine Editor in Chief Dahlia Jean Weinstein said. "It's all about the people that want the finer things in life."
It has, however, an established competitor in the marketplace. 5280 has been around for 15 years. It might be hard to get readers and advertising dollars for the new magazine.
"The biggest and toughest thing in advertising is getting a readership," 5280 Publisher Dan Brogan said. "It's getting an involved readership that's going to look at your magazine month, after month, after month."
Both magazines claim a unique quality to their look, style and their editorial content.
"The focus of Denver Magazine is celebrating Denver," Weinstein said.
"You mention 5280. They've done a great job at what they've done," Denver Magazine Publisher and CEO Michael Ledwitz said. "The other magazines are more niche-type publications. They are not really luxury lifestyle publications. The advertisers have been receiving this very well."
"We cover fashion, we cover dining, just like they do. We do that hardcore service journalism," said Brogan, who is also an editor for 5280. "Then the other component that we've got is the more investigative and more in-depth kind of journalism that a lot of the other magazines don't seem to want to invest in."
It should make for a very interesting year as they battle for dollars in a tight advertising market.
Bottom line -- a local magazine has to appeal every month. It has to gather eyeballs. Without that impact on readers, there's no reason for advertisers to come back.
Other cities can support two similar magazines. These are two very different magazines, so there may, in the end, be room for both.
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