360 West, a new magazine targeting affluent people who live west of Highway 360, has just published its first issue. The folks behind it are Jerry Scott, a former executive at the Star-Telegram, and Meda Kessler, former editor of the Star-Telegram’s INDULGE. The full release is after the jump. And you can flip through the issue here. Kessler is a woman of considerable talent, and the magazine looks really good (though I’d like to hold a hard copy in my hands before I pass final judgment). If I were Fort Worth, Texas magazine, right about now is when I’d soil my knickers.
FORMER STAR-TELEGRAM EXECUTIVE LAUNCHES LIFESTYLE MAGAZINE FOR RESIDENTS WEST OF HIGHWAY 360
Publication will cover the people, places and events of the western side of the greater DFW area; brings together two of Fort Worth’s leading newspaper veterans
FORT WORTH, Texas (March 25, 2009) — A pair of local newspaper veterans are betting on the historical trend recently documented in Conde Nast Portfolio (Feb. ‘09) that bad economies can produce great companies. Jerry Scott, a former executive at the Star-Telegram, and Meda Kessler, former editor of the Star-Telegram’s INDULGE, have teamed up to create 360 West magazine. The glossy lifestyle magazine, premiering April 2009, will be distributed to affluent households located west of highway 360.
“Despite the current economic environment, we think the area is at a tipping point where retailers and affluent consumers in particular want and need a publication that serves their interests, something not presently offered by other local publications or Dallas-based magazines,” said Scott, publisher of 360 West. Scott served as the Star-Telegram’s vice president/marketing for more than a decade and led the paper’s targeted publishing efforts since 2005.
The magazine will cover full circle the people and places on the western side of the greater DFW area. From shopping and events to dining and the arts, each will be featured from the cultural perspective that is unique to the region west of Highway 360.
The editorial staff also includes former Star-Telegram Arts Editor Marilyn Bailey, in addition to award-winning writers and photographers also from the area. Setting the magazine apart are a number of unique departments, including Giving Back, with profiles about local volunteers who make a difference in the community. The first issue includes a feature on the Fort Worth Opera as well as another series of portraits of local culinary stars of style who are shaving their heads and proving bald is beautiful. A complete digital edition is available online at www.360westmagazine.com.
The 100-page launch issue also has broad representation from local luxury advertisers such as Del Frisco’s, David Lewis Builder, Claffey Pools, Southlake Town Square and City Club.
“The publishing industry has progressively moved toward targeted media to give advertisers a better ROI,” explained Scott. “In difficult economic times, many advertisers set their targets higher in terms of the level of customer they market to as the number of consumers with disposable income becomes smaller.”
On both national and local levels, print media in general has not fared well recently, but the trend has not deterred the duo from making a considerable investment in a project they think will pay off. “During tough economic times, advertisers make a flight to quality,” said Scott. “We intend for 360 West to be that alternative for them, and we feel we have the business and creative talent to deliver on it.”
