Madison enter mag fray

Attic readies nat'l magazine for launch

Attic Communications, a group of private investors headed by Pamela Schein, will begin publishing Madison, a national lifestyle magazine on Sept. 29.

With a 10-times-a-year frequency and $4.95 newsstand price, Madison promises “a fearless approach to fashion, beauty, arts and entertainment, travel, food, interiors, architecture and business.”

As such, Schein claims it has no direct competition but “runs the gamut” of such influences as W, Esquire, InStyle and Travel & Leisure

The magazine’s name, Schein continued, comes from an appreciation of Madison Avenue as “the center of the world for culture, fashion, advertising and media.”

Schein, 29, who will serve as publisher and editorial director, and editor-in-chief Fred Moore, 39, previously worked at Country and Hamptons Magazine, both on Long Island’s East End, before planning Madison’s premiere from a Manhattan base a year ago this month.

Hearst Distribution Group, which previously swore off startups, is sufficiently taken with the publication’s potential to agree to distribute Madison, which will also receive an aggressive launch campaign, starting Sept. 15, from Grey Alliance.

Plans call for Madison’s initial printing of 170,000, including 15,000 copies slated for overseas, to expand to a circulation of 200,000.

The magazine, which targets men and women between the ages of 27 and 48, has attracted such advertisers for its premiere issue as Absolut, Asprey, Calvin Klein, Cartier, Ferragamo, Halston and Saks Fifth Avenue.

Sample story from premiere: Virgin’s Richard Branson on how he lost his virginity, written by editor-at-large Jesse Kornbluth. Sample photo spread: beauty specialist Wolfgang Ludes shoots food.

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