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Sassy's strong readership (circ. 500,000 after only seven issues) probably guarantees that it will survive the Fundamentalist fire. Sandra Yates, president of Matilda Publications, the New York City company that publishes Sassy, says new advertising contracts have "virtually replaced" the revenue lost from dropped accounts. In any case, the editorial content of Sassy will evolve. November's issue will contain the article "Virgins Are Cool...
...magazines and a daily racing-tip sheet be worth billions of dollars? Maybe so, if the buyer is Keith Rupert Murdoch. Last week the Australian-born press baron agreed to buy Triangle Publications, which puts out TV Guide (circ. 17.1 million), the Daily Racing Form (123,000) and Seventeen (1.9 million), from Walter Annenberg, the California businessman and philanthropist, for $3 billion. While TV Guide may be the undisputed king of television listings and boast the largest circulation of any U.S. magazine, media experts concur that Murdoch is paying a premium price that will add to his already considerable debt...
...today's temple of the body is the health spa, its altar is the Nautilus machine and its Bible is Prevention, the 38-year-old monthly health magazine (circ. 2.9 million). Prevention once ran an article on how to guard against skin cancer; each year, it said, readers should measure every mole on their bodies (with a little help from their friends) and keep careful records on a diagram...
They will need it. Although a trailblazer when it was founded in 1972, Ms. (circ. 485,000) has never been a financial success. Advertisers have always been cool to the magazine, and "the editorial voice failed to move with the times," says Yates. In an effort "to reflect the pragmatism of women as they move into the 1990s," Yates and Summers embarked on an expensive make-over, increasing the magazine's size and introducing a less cluttered design...
...uncluttered pink office overlooking Manhattan's Times Square. After only three issues, Sassy already has a circulation of 280,000, a figure Yates predicts will balloon to 1 million over the next five years. That would put Sassy in the same league as its chief competitors, Seventeen (circ. 1.86 million) and Teen (circ. 1.19 million), and make it much more successful than Ms. has ever been. Which prompts an obvious question: Will Sassy readers grow up to become Ms. subscribers? "I don't think there's a teenage girl who doesn't think she will have a worthwhile career...