Affluent estate publications pool resources - Greenwich Time
The Modern Estate, which focuses on luxury homes, has editorial offices at 111 Cherry St. New Canaan. Suburban Classic's office is in Ridgewood, N.J. The magazine caters to country club members with children in private schools. It has articles on real estate, gardens, automobiles, family life and local athletes, as well as architecture, interior design and travel.
Suburban Classic has a total circulation of 40,000. The magazines will remain in their respective communities, and advertisers can buy space in both publications, said Linda Donnelly, publisher and editor in chief of The Modern Estate.
We decided to join forces to offer more effective opportunities for like-minded advertisers and more substantive editorial content for our like-minded readership," Donnelly, a managing partner of Elite Media Holdings, said. The firm's other two managing partners are her husband, Richard Donnelly, president of The Modern Estate, and Suburban Classic Publisher Patrick Jackson. Richard Donnelly had been a luxury home builder for 25 years.
With circulation of about 30,000, The Modern Estate focuses on topics such as architecture, landscape, renovation, interior design, technology, art and antiques, and residential resort living. In its first year of operation last year, the magazine won Folio magazine's Advertisement Gold Eddie Award for editorial excellence for an article about the late Philip Johnson's Glass House in New Canaan.
Linda Donnelly said combining the magazines into one company made sense because they are quarterlies that cater to wealthy people in the New York metropolitan area. The Modern Estate is direct-mailed to luxury homeowners, as well as industry professionals in Fairfield County and Westchester County, N.Y., Manhattan and northern New Jersey.
It also is distributed in Long Island's Hamptons and Litchfield County in the summer and is available at bookstores and newsstands in Connecticut and New York. Donnelly said Elite Media Holdings plans to add more magazine s and possibly expand circulation into Fire Island, N.Y.,
Martha's Vineyard and Nantucket, Mass. They are trying to broaden their reach into other affluent areas," David Sloan, president of Emmaus, Pa.- Sloan & Associates Magazine Consultants, said of Elite Media Holdings. Many magazines are aimed at luring affluent people, he said. Sloan mentioned Greenwich-based Moffly Publications, publisher of Greenwich, Westport and Darien, New Canaan & Rowayton magazines; and Westport-based Connecticut Cottages & Gardens magazine, as examples.
Regional magazines are one of the hot categories in magazine publishing right now," Sloan said. While market trends have not been kind to print publications, the truly wealthy still have money to spend, so advertisers are targeting them."
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