INSIDE.com TO LAUNCH PRINT MAG

By: Jennifer Owens

Site Partners With ‘The Industry Standard’





by Jennifer Owens



(Adweek IQ) After only a few months online, Inside.com, an entertainment
and media news site, has announced plans to launch its own weekly print
magazine later this year with distribution and some content support from
The Industry Standard.



According to Powerful Media, Inside.com’s New York-based parent company,
the as-yet-unnamed business magazine will cover such topics as digital
music, film and publishing, interactive gaming, wireless and broadband
content and interactive television. According to a spokesman, the
company hopes to publish three issues between November and December,
turning weekly early next year.



Inside.com’s new magazine plans come as The Standard itself has launched
a new series of stand-alone special reports, called Grok, highlighting
key topics of the Internet economy. The first issue of Grok, available
on newsstands this month and mailed to The Standard’s 150,000 subscribers,
focuses on entertainment. The next will tackle education, followed by
wireless in November.



Inside.com editor in chief Michael Hirschorn said, however, that outside
of Grok’s first issue, Inside.com’s new magazine won’t be covering the
same topics. ‘The Standard and us will overlap only slightly,’ he said,
noting that, in any case, the two publishers will approach their stories
from different angles. The Industry Standard will stay concerned with
the technology and business angle, while the new magazine will take a
entertainment and media-focused approach, he said.



Nevertheless, Powerful Media says its new magazine will share some content
from both Inside.com and The Standard. The Web site will control the
magazine’s editorial direction, with The Standard acting in an advisory
capacity. Inside.com will also manage the new magazine’s advertising and
marketing, although both publishers will sell ad pages for it. The
Standard, meanwhile, will print and distribute the new title.



Hirschorn said in addition to its offline magazine and partially paid
subscriber Web site, Powerful Media plans to launch a conference business
next year also targeting those who work in entertainment and media. Said
Hirschorn, ‘Everyone is spending hundreds of millions of dollars on
marketing and applications and strategies and they still don’t understand
it.’





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