This Just In:

The 30 Most Notable Launches of 2000

Each year I see a thousand new magazines from the whole world over, and I scour them all in search of the 30 most notable launches of the year. Because it is impossible to tell which magazines will be published five years from now, I don't use "probability of success " as a method of comparison. You can't compare new magazines on those terms.

So when I say these magazines are most notable, I'm not necessarily saying you'll see every one of these 30 titles a few years from now. The survival rates say it probably won't happen. In fact, out of last year's top 30 notables, only 24 are still being publishedthat's 20 percent that have already folded. Clearly, I can't pick the notables in terms of what I predict will survive. Instead, my choices reflect my opinions and belief that these magazines are innovators, or will otherwise make an impact on the industry.

Take a look at this diverse collection and I think you too will agree that these titles do indeed reflect a diverse portion of this years batch of new launches. Also, I sincerely believe that this years launches were, quality wise, some of the very best new launches ever.

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Co-Launch of the Year

American Profile is positioning itself in local newspapers with circulations of 5,000 or less, which have consistently seen rising sales in recent years, while major dailies have been stagnant or on the decline. Just eight months after its launch in April, American Profile reached a circulation of more than 3 million, and projections suggest that number could skyrocket to 10 million by 2003. All signs indicate that the magazine will continue its growth through intelligent distribution, quality editorial content and strong advertising support.

The womens lifestyle magazine market is on the rise with specialized titles like Martha Stewart Living and Real Simple. With her name recognition, Oprah should have no problem establishing a following in print to rival her television popularity over other divas. The beauty of O, the Oprah Magazine is that it transcends race, gender, and age, so that every reader gets hooked, feels attached to the magazine and wants to come back.The magazine launched aggressively in April with a circulation of 800,000 and later with a second run of 500,000. Those are the kinds of numbers only Oprah has the power to command. Go Girl.

American Profile
AMI Auto World Weekly
Bill Apter's WOW Xtra
Darwin
digitalFOTO
Dwell
Expedia Travels
FHM
Gambling Online
Golf Digest Woman
Heads Magazine
Hotdots
Inside
Joey
Lucky
Martha Stewart Baby
Maximum Golf
MH-18
Mother of the Bride
Nerve
O,The Oprah Magazine
ONE
Real Rimple
Revolution
Smock
Tailgate
Time Large Edition
Total Movie
Travelocity
Yellow Rat Bastard

Launch Your Own Magazine
is available now through
Hamblett House Publishing Inc.

coming soon:
Samir Husni's Guide to New
Consumer Magazines 2001
Volume 16 Published by
R.R. Bowker

For a more detailed review of each title as well as the most comprehensive information about 2000's new magazines be sure to pick up Samir Husni's Guide to New Consumer Magazines 2001 from R.R. Bowker.

1/29/01
Mr. Magazine's 16th Annual Guide Applauds
American Profile and O, The Oprah Magazine

"Samir Husni is a maestro of magazines, a potentate of periodicals who has parlayed his interest into a career of academics, consulting and just plain reading." The Associated Press

UNIVERSITY, Miss. Dr. Samir Husni, a.k.a. Mr. Magazine, has named American Profile and O, The Oprah Magazine as co-recipients for the 2000 "Launch of the Year" award.

For the first time in the 16-year history of Samir Husni's Guide to New Consumer Magazines, two magazines share the honor. Attesting to its wide appeal, O, The Oprah Magazine had more articles written reviewing it than there were articles in its premiere issue, and the appeal American Profile has had to "baby boomers" proves it attracted the largest segment of the American population.

"Both magazines represent the vitality and strengths of the different methods that print can still utilize to achieve high circulation numbers and good advertising revenues," said Husni, a University of Mississippi (UM) journalism professor who directs the magazine program.

"Both magazines somehow embody the American dream at its best. O, The Oprah Magazine surrounds itself with celebrity and Madison Avenue buzz, while American Profile silently, but truly, demonstrates the power of big circulation without the limelights," said Husni, who has researched magazines for more than two decades and created mrmagazine.com.

Although Husni's top picks take different approaches, they show a similarity. O, The Oprah Magazine is geared toward improving and enhancing one's self, and American Profile showcases the enhanced and improved hometown heroes.

"I wouldn't be surprised to one day see Oprah hosting the people featured in American Profile," Husni said. "Both share the same message."

The two groundbreaking magazines are featured in the new Samir Husni's Guide to New Consumer Magazines, along with the 30 most notable launches for 2000. The guide, set to be released in March, also highlights the 874 new launches for 2000 including the most bizarre Yellow Rat Bastard. There were 864 magazines launched in 1999.

This year's guide, which the Associated Press (AP) calls a "must read in the industry," includes several new statistical categories including advertising/editorial ratios. Also added are pictures of the magazines and detailed information on publishers, as well as top publishers and top-producing states.

One of the most intriguing facets of the guide is Husni's belief that new magazines will need to depend on circulation as their main source of revenue rather than advertisers. The UM professor attributes the shift in thinking to the slowed economy. He also praised a business plan adopted by Felix Dennis, founder of Maxim magazine, to offset lost advertising revenue.

"Dennis went out of his way to establish a credible and substantial circulation base before going after Maxim's advertisers," Husni said. "Ironically, so well-crafted and executed was his magazine's business plan and concept that today advertisers are coming to him."

The potential of the Internet as a money maker also remains untapped. Husni said publishers should consider using the Internet to their advantage in order to introduce new magazines, as well as utilize it to solicit subscriptions; yet, he warned that the hype surrounding the Internet like its stock is over inflated.

"The real information superhighway is magazines," Husni said. "The Internet, in my opinion, is more or less a country road filled with dead ends, blind curves and pothole after pothole."

Husni, the UM Hederman Lecturer, can be reached for an interview by calling 662-915-5502 or by email at .

Samir Husni's Guide to New Consumer Magazines is published by R.R. Bowker. The guide can be ordered by calling 1-888-269-5372 or by visiting www.bowker.com.

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