Women’s Business Goes to N.Y.

Women’s Business, a three-year-old monthly publication that has enjoyed modest but consistent regional success, is preparing to launch its first New York edition in October.

“My vision has always been to take this regional model into every major market,” said Vicki Donlan, CEO of Women’s Business Media, Hingham, Mass. “New York was the natural first city to expand to.”

The time is right to branch out because, “A significant number of advertisers now have permanent initiatives to reach women executives and professionals,” said John Morgan, COO of Women’s Business Media. “[The economic] downturn is not going to reverse that trend.”

New York “is definitely a fertile market to target professional women,” said Geoffrey Klapisch, senior vice president/media director at Hill, Holliday, Connors, Cosmopulos, New York. “They’ll need to [point out] their unique reason for standing out” to attract advertisers.

Women’s Business New York has already signed FleetBoston Financial as its charter advertiser. The company has bought the back cover for an entire year. That position costs $5,000 per month, based on the publication’s rate card. The New York edition will have a controlled circulation of 50,000 and cover New York, New Jersey and Connecticut. Former Working Woman executive Gretchen Tibbits is slated to be publisher; Stacey Corso, previously with Real Estate Forum, will take the reins as editor.

Donlan intends her publication “to provide greater visibility for senior executive women and women business owners in newspapers,” Donlan said. The flagship edition, newly renamed Women’s Business Boston, has a circulation of 25,000 throughout New England, though metropolitan Boston remains the focus. Advertisers include FleetBoston, Citizen’s Bank, Sovereign Bank and law firm Hale & Dorr.

If the New York edition proves successful, Women’s Business will next be launched in Chicago and Washington, D.C., Donlan said.