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Men's Vogue

William Li, publisher, Men's Vogue:

1. What do you consider the single most important achievement your magazine has accomplished in today's marketplace?

We launched a magazine against sophisticated men and found immediate acceptance among advertisers and readers.

2. Looking back at your history, what was the most important hurdle you were able to overcome?

Translating the Vogue name to a male audience and proving that the brand represents a quality life.

3. What was the biggest pleasant surprise?

With a $4.95 cover price, the debut issue of Men's Vogue sold over 200,000 copies on newsstand, outperforming many established magazines.

4. What is the biggest challenge you are facing today?

We have been immediately successful bringing premium, non-endemic brands in the automotive and liquor categories to Men's Vogue, and our challenge is to continue to communicate the viability of the Men's Vogue reader to other lifestyle brands.

5. Imagine you have a magic wand, and you can strike the magazine and make it a human being. Describe that human being.

This is a sophisticated peer that you admire and with whom you enjoy spending time.

6. The number of new magazine launches has been on a steady increase. What advice do you offer to someone wanting to start a new magazine?

Know your unique position in the marketplace.

7. Finish this sentence: In 2010, your magazine will...

Have transcended the men's category and created a category of one.
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