Vitals
Launched as a men's magazine to continue the new wave of men's shopping ("buying") magazines, Vitals capitalizes on pop culture's embrace of the metrosexual male. Guys in touch with their fashionable side have another magazine assuring them it's okay to care about the clothes they wear and the way they look. Yet, after only two issue, Vitals is adding women to its pages, though not in the men's edition. In a daring move (of course it takes a Southerner to do so), Vitals is launching a women's version of the magazine to alternate with its men's edition. Vitals for women will join Vitals for men on the newsstands in what can only be labeled a "one-of-a-kind experiment in the history of American magazines." The jury is still out on that concept, although early indications show acceptance from advertisers to this idea. Awaiting the verdict, Vitals for men has established itself as a unique entity that deserves a spot among the notables. We will have to wait until next year to see whether its twin will receive the same honor.