"Part of what fed into the decision [to launch Shattered ] was research showing that most business titles do lists of the 50 most powerful women in business, and if you look at the lists they all have the same names," said Ros, who is the founder of New York-based Shattered LLC. "Our mission is to show that there are more than 50 women in business and to focus on those female business executives who are not on the lists but are doing very well in every industry."
Billing itself as the first global business magazine for and about women, Shattered debuted in mid-June with an initial circulation of 75,000. The circulation will be controlled for the first few issues and starting next spring will be combined with newsstand distribution.
Shattered is also being distributed through a network that includes investment banks Barclays, Citigroup, Lehman Brothers and UBS; the Financial Women's Association, 100 Women in Hedge Funds and other women's groups; educational institutions, including Columbia University, Yale School of Management and business schools in the U.S., Canada, U.K., Australia, Singapore, Hong Kong and South Africa. The publication will run 10 times a year starting with the September issue.
Editorial features in the first issue ranged from "Developing an Intellectual Property for Today's China" to "A View From a Broad," part of a book serialization of "More Than 85 Broads" by Janet Hanson, founder of a network of women associated with investment bank Goldman Sachs.
"We want to keep editorial relevant to a diverse audience," Ros said. "It will be targeted yet general enough to appeal to every industry."
Shattered already has some competition in Pink, which made its debut last summer and runs seven times a year. Pink (115,000 circ.) targets women in senior management and mixes editorial with lifestyle coverage.
"There's room for more than one book in the space, but the obstacle for Shattered is that Pink got there first and has much broader appeal," said Marti Barletta, author of "Marketing to Women: How to Increase Your Share of the World's Largest Market" and CEO of consultancy TrendSight Group. "But Shattered can do well in financial centers if it continues to focus on financial."
Barletta, who was initially put off by the title of the magazine, now thinks the name is a "brilliant move."
The tagline for Shattered is "breaking the glass ceiling," a reference to the historical challenge female executives have faced in reaching the highest levels of corporate America. But can Shattered break through to b-to-b marketers? Nancy Harhut, senior VP-managing director, relationship marketing at ad agency Hill Holliday, said she thinks so.
"It's occupying an untapped area," said Harhut, whose clients include software maker Cognos Inc., Dell Inc. and LPL Financial Services, which caters to small businesses. "When you think about the buying power of women-and that the magazine is covering successful women-it could be an interesting avenue for advertisers to consider."
The publication is targeting women with a minimum annual salary of $150,000. Initial advertisers include Citigroup, Eos Airlines, SNC Investments, Spotme, UBS and a handful of luxury travel ads.
Ros said she intends to cross-advertise Shattered with her other publication, London-based Profit & Loss: In the Currency and Derivatives Markets (15,000 circ.), which appeals to a similar audience.
Shattered is being launched at a time when major marketers are starting to focus more sharply on women. Both AT&T and Pitney Bowes, for example, are currently developing marketing campaigns that speak directly to women, according to Terri Edelman, principal of Edelman Group.
Ana Duarte-McCarthy, chief diversity officer of Citigroup, said Shattered "bears careful watch."
"It creates a global network, which a lot of magazines aspire to but often feel like they're regionally focused," Duarte-McCarthy said. "[Shattered ] cuts across regions with a network of information, and that's part of our mission."