The recent marriage of a Houston lifestyle magazine and The Houston Post is being watched closely as a possible new way to shore up regional magazines while increasing newspaper circulation.
Houston Life, an independently published glossy magazine filled with features about the city, is now distributed with the Houston Post on the third Sunday of each month.
According to the chief architect of the arrangement, Mark Inabnit, 'City magazines are no longer a viable concept.' After buying up the loss-making Houston Life, Inabnit worked out that it would take $8million and three to five years to build a circulation of 200,000 to 300,000 and decided to go to The Post before starting publication to propose the unusual deal.
Ike Massey, the publisher and chief executive of The Post, enthusiastically embraced the idea and described it as 'an added-value benefit' for his newspaper. 'Basically, what Mark brings to the party is proven experience and know-how in publishing a magazine that Houstonians love,' Mr Massey said. 'And what the Houston Post brings to the party is instant 300,000 circulation.'
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