self-publishing

There’s no journalism in Jerry Rosen’s background. But 20 years in the ad business helped him and his agency put together an in-house magazine for client Gingiss Formalwear.

“I’m just an art director. I’m an ad guy,” said the president of The Rosen Group in Chicago. “After 20 years, I’ve learned a few things.”

After proposing the magazine to his client, Rosen and his staff spent about a year lining up photo shoots and writing articles for the 24-page, full-color publication. Articles include “Who Groomed the Dog” and “The Joy of Tux.”

To help offset publi cation costs, Rosen put together a media kit and sold ad space to companies such as Target Corp. (for its Club Wedd registry), Cross Pens and Apple Vacations.

G Magazine will be available in Gingiss stores, at bridal shows and through direct mail. Rosen said he hopes to put together another issue next year.