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'Shattered' Takes on the Glass Ceiling

New Business Title Aimed at Professional Women

By Published on .

NEW YORK (AdAge.com) -- A year ago last May, Julie Ros was sent a copy of Trader Monthly magazine. Flipping through it, she wondered what the woman trader was supposed to get out of the very male-oriented magazine. In fact, she couldn't think of any global business magazines across the industry tartgeting women.
The debut of 'Shattered' featured fund manager Nicola Horlick on the cover and articles ranging from revolutionizing the fight against global poverty to creating a work-life balance.
The debut of 'Shattered' featured fund manager Nicola Horlick on the cover and articles ranging from revolutionizing the fight against global poverty to creating a work-life balance.

So the seeds were sown, and on June 8 Ms. Ros launched a business magazine with global distribution for and about women. "We're in a unique space," said Ms. Ros, who is the founder, controlling director, publisher and editor in chief of New York-based Shattered magazine and of London-based P&L Services. "I don't think there is anything we're up against,"

Microfinance loans healthy eating
Shattered debuted with Nicola Horlick, fund manager behind the Bramdean Asset Management and a new wealth management division for affluent women, Bramdiva, on the cover. Kathleen Kennedy Townsend guest-edited the issue, which includes pieces on intellectual property in China and a look at how microfinance loans are revolutionizing the fight against global poverty, as well as how to create a work-life balance and tips for healthy eating.

"We want to show that there is a lot more than the 50 most powerful women in business," Ms. Ros said. "We're also trying to report on business issues and open up areas such as banking and finance services for women operating in other fields [to] demystify the business world."

After the premiere issue, Shattered, which is targeted at upper-income professional women worldwide, will publish monthly starting in September. Each issue will focus on contributions of women to the business world and their successes, as well as networking opportunities worldwide. Features range from topics on banking and finance to science, technology, law, media and the arts. Lifestyle topics include fashion, travel and health.

Readership of 75,000
Several charter advertisers, primarily financial services and luxury goods, and corporate partners, including Lehman Brothers and UBS, have signed on. Through a network that includes professional women's associations, investment banks and universities and business schools in the U.S. and abroad, the magazine debuted with a readership of 75,000. Ms. Ros hopes to get on newsstands next spring.

Shattered presents another attempt at the working-woman formula, a formula that becomes increasingly challenging as women turn to lifestyle magazines to get their business advice. Working Woman folded in 2001 after its 25th anniversary. The question for Shattered, asks Mark Edmiston, managing director of AdMedia Partners, is does it have legs?

"There's no question that women will pick it up," Mr. Edmiston said. "But will it sustain itself over time? It has to offer something women find uniquely compelling."

The question has always been if there is something women need that is not provided by the general press, Mr. Edmiston said.

Ms. Ros, for one, thinks there is.
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