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The first result, pioneered by Jim Spanfeller, was a web strategy, as aggressive as almost any from an established magazine.
His aim was to use the publicity of finding Titanic to promote his newly established magazine, NOW!
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And unlike established magazines, Chow is far more irreverent and less bent on establishing foodie credentials.
Hearst Magazines and Hachette Filipacchi Media have well established magazines like House Beautiful and Elle Décor, respectively.
That story is amplified when the newcomers are considered alongside established magazines with large male readerships.
Newsstand sales -- a major barometer of a magazine's vitality -- rose even as most established magazines suffered declines.
There are many online sites, some tied to established magazines, offering ideas for toddlers' parties and advice on child rearing.
The magazine they describe could be seen as a more highbrow, political alternative to established magazines like Ebony and sites like BlackAmericaWeb.com and BlackVoices.com.
People Style Watch also posted good numbers, though as a relatively new entry it has easier year-over-year comparisons than the more established magazines.
Even established magazines are not safe: Hearst closed CosmoGIRL! and its inexpensive weekly Quick and Simple last year, despite circulation of 300,000.
(Mr. Mwangaguhunga considers his biggest competitor to be TMZ, which also closely covers the same sort of celebrities. Essence and Jet, established magazines aimed at African-Americans, have lagged online).
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