The every-other-monthly, which hit newsstands last week with a $2.95 cover price, hopes to reach a relatively untapped and diverse group: Gen Xers with money to spend.
Though Adams owns more than 70 trade publications, Beer Connoisseur is its first foray into consumer magazines.
BEER & UPSCALE LIVING
Its focus is not only beer but upscale living.
The magazine emphasizes sophisticated lifestyles but with a slant that's distinctly younger than commonly found in such publications.
It is, Editor Anthony Giglio said, "Cigar Aficionado meets Men's Journal," as it gives upscale living a youthful flavor.
The early response by advertisers and the public has convinced Adams executives that their first step into consumer books has been a positive one.
A b&w page is $7,900; a color page is $10,500.
Stan Weinstein, VP-media director for Lois/EJL, New York, which handles buys for Minolta Corp., said he saw the magazine as a chance to advertise Minolta's Xtreem camera.
"The magazine's audience was consistent with what we wanted to reach," Mr. Weinstein said.
The magazine started with an ambitious projected rate base of 100,000 that includes 85,000 in newsstand sales, said National Sales Director Thomas F. Madden. He added the title should double that rate base figure with the premiere issue.