By: Lucia Moses USA Today is set to announce Dec. 10 the launch of Open Air, its new glossy magazine insert for affluent, outdoor enthusiasts. While a monthly frequency and October launch date was originally discussed, the title will actually publish quarterly and launch in the March 7 edition.
Susan Lavington, senior vp of marketing, USA Today, said the later launch and lower frequency gave Open Air more time to refine its editorial approach and sell to advertisers, adding that it could go monthly by ?09.
With adventure stories, product guides and lush photo spreads, the title aims to deepen the paper?s relationship with travel, packaged-food, automotive and consumer electronics marketers. ?There?s an environment to Open Air that doesn?t exist in the newspaper that?s going to attract new advertisers,? said Lorraine Ross, vp, ad sales and business development for USAToday.com, who is handling ad sales for the title.
Open Air will publish May 2, Sept. 5 and Nov. 7, in addition to March 7.
The Wall Street Journal is planning a September launch for its own glossy magazine, Pursuits, which will attempt to extend its luxury lifestyle coverage. Unlike Open Air, which will be inserted in all USA Today copies, Pursuits will be delivered monthly to 800,000 select
subscribers.
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