Revamped magazine not just for men

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The bimonthly magazine, with a paid circulation of abouy 3,000, will be known as Cincinnati Profile startingin June. Its 15,000 hard copies will be supplementedc by an electronic version that canbe e-mailed or downloadef by cell phone. In addition, the magazine has strucm a dealwith , which will distributer the electronic version to the 25,000 young professionalxs who participate in CSL’s softball, basketball, bowlingh and flag football leagues. The retooling come s at a rough timefor magazines, according to the . Totak revenue in that sector declined 20 percentto $4.
2 billionn in the first quarter of as advertisers froze marketing budgets when the economu ground to a halt late last year. Automotive, financwe and retail were segments that cut ad spendinvgmost severely. “We want to creates a magazine where webecomde Cincinnati’s profile page,” said Tom publisher of the four-year-old publication. Schaefer wouldn’tf comment on the magazine’s profitability, and said revenue has been Schaefer, son of formert CEO George Schaefer, conceived the publication as a Cincinnati versio n of Esquire or GQin 2005. He sold it to Reacy founder Bob Slattery in 2007 but stayed on as publisher andminority owner.
Schaefe said he’s been contemplating a name change for monthws because theoriginal doesn’t reflect its readership, half of whom are “The heart of the magazine was our Schaefer said, “the stories we told on We thought, ‘Let’s take what we do well and expan d it, make the whole magazine about people.’” He’s hoping to boosr readership over 50,000 with the new distribution “It’s something we hope is scalable, to be able to take to othedr markets,” said Slattery, who thinks the magazinee could be rolled out to Indianapolisx or Columbus by 2010. “We want to make sure we have the mode ldown right.
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