‘RADAR’ SELLS 71,000 COPIES OF DEBUT ISSUE

But Is That Anything to Gawk About?

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NEW YORK (AdAge.com) -- Maer Roshan’s much anticipated, never duplicated Radar finally has something to brag about. The first issue since it relaunched in the spring sold 71,000 copies at the newsstand and about 34% of the copies put on newsstand racks.
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Its second issue, published in August, seems to be selling about as well.

Buzz and skepticism
That debut issue, whose cover showed a photo illustration of President Bush giving Paris Hilton a medal, arrived last May accompanied by generous portions of both buzz and skepticism. Doubters fed largely on the fate of Radar’s first life, which ended in 2003 after two issues despite well-publicized and much more ambitious plans.

Among others, Gawker.com has relentlessly mocked the magazine (whose return it facetiously called “The Greatest American Magazine Launch”) to the point that Gawker owner Nick Denton caught a pie in the face at Radar’s launch party in May.

Radar gets Gawked
When Radar’s executives said in July that Radar’s new debut issue was selling out all over the country, Gawker tried to disprove the point by posting photographs of copies still on the racks. Executives later said they had meant that many retailers had sold their initial orders and requested more.

Radar has a rate base -- the paid circulation guaranteed to advertisers -- of 150,000 copies. It plans two more issues this year, the next one to picture Angelina Jolie on the cover, and increased frequency in 2006.

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