Apparently there’s still life in print media—at least when it comes to luxury magazines. Niche Media Holdings today is announcing plans to launch its 11th regional luxury lifestyle magazine, for Austin, Texas.
Under the leadership of publisher Lou DeLone, Austin Way will be unveiled in September and be published six times annually, with a circulation of 50,000. In keeping with Niche’s model, Austin Way will cater to well-heeled socialites and be distributed to high-income households and in public places. With its free-distribution model, Niche is reliant on marketers buying ads based on the copies getting in the hands of affluent (or, at least wanna-be affluent) consumers.
Niche is hoping to capitalize on Austin's economic boom that's given rise to luxury hotels, real estate and a rich cultural scene marked by like South by Southwest, the Austin Film Festival and Austin X Games. Austin Way will join other city-specific titles Niche publishes, including Art Basel Miami Beach, Gotham and Los Angeles Confidential.