Magazine Hot List 1997: Highlights

Top 10 Hottest Magazines

1. People

2. Martha Stewart Living

3. Better Homes and Gardens

4. W

5. Wired

6. GQ

7. Entertainment Weekly

8. Travel + Leisure

9. SmartMoney

10. Town & Country


10 Up-and-Comers

1. InStyle

2. Vibe

3. Saveur

4. Worth

5. Family PC

6. Discover

7. Fitness

8. Garden Design

9. Family Life

10. Individual Investor


Out There: A partial listing of new magazines we’ve picked up on our radar

Digital Diner

High Concept: Party time in the new electronic universe

Published By: Metropolis Publications

Hometown: Redwood City, California

Cool Column: “The Way Out,” a mean spirited, tongue-in-cheek review of all things digital

The Competition: Content-oriented new media mags such as Ziff Davis’ Yahoo Internet Life and IDG’s The Web

Why It’ll Fly: “Digital entertainment isn’t on the fringe anymore,” says editor Andy Eddy.  “Digital Diner shines light on all elements of the electronic-entertainment universe, from music to film, from computer games to Internet developments.”

Jack Magazine

High Concept: Stop making sense

Published By: independent

Hometown: Santa Fe, New Mexico; moving to L.A.

Cool Column: “UFO True Stories,” a reader forum featuring kooky revelations such as: “My grandpa’s private nurse is an alien.  I can tell because she wears red-striped socks, talks funny and carries a long wooden spoon in her pocket.”

The Competition: Wacky, youth-oriented regionals such as San Francisco’s Might and New Orleans’ Tribe

Why It’ll Fly: It’s got “cheap sensationalism, beautiful color saturated photography and other critters, useless advice, new dance steps and unforgettable ads,” according to the press kit.

Mode

High Concept: Real fashion for full figures

Published By: Pantheon Intl. and Lewit & Le Winter

Hometown: New York

Launched: February 1997

Cool Column: “Who’s News,” a roundup of designers with stylish, comfortable clothes in plus sizes

The Competition: All the best women’s fashion books

Why It’ll Fly: Women have learned that “you can be less than skinny and still be fashionable,” says an essayist in the premiere issue.  “You can eat Italian and wear Italian.”

Provocateur

High Concept: Homoerotic art, now for your coffee table

Published By: Alluvial Entertainment

Hometown: Los Angeles

Launched: November 1995

Cool Column: “Emerging Artists,” kinky…uh, daring..photo essays from new artists

The Competition: PG-rated gay magazines such as Out and The Advocate

Why It’ll Fly: The expensive book (cover price $11.95) appeals not only to gay readers, says president Layne Derrick, but also to affluent readers interested in art, literature, and celebrities.

Wig

High Concept: Neo-feminism, Rockies style

Published By: independent

Hometown: Heber City, Utah

Launched: December 1995

Cool Column: “Vox Femini,” in which readers rant about life in a man’s world

The Competition: The bright surfer mag Wahine—neo-feminism, Long beach-style

Why It’ll Fly: “Young women in sports, art and music are seldom covered with the attitude and awareness that Wig presents,” says editor/publisher Kathleen Gasperini.  “Unlike many other women’s publications, we are the audience that we write about.”