It's a joint venture between theatrical giant Clear Channel Entertainment and Forbes' custom publishing unit. The debut will be mailed out to 170,000 Clear Channel theatrical subscribers in 45 American markets.
"A lifestyle magazine currently exists for every other genre" of entertainment except for live theatre, said Scott Zeiger, CEO of Clear Channel's theatrical arm.
Its first issue is slated to be 68 pages. Contributors include theater and film veteran Paul Rudnick and Village Voice gossip columnist Michael Musto. Newsstand copies of the magazine, which will not be available at launch, will cost $3.95.
Clear Channel's partner sounds bullish over the entertainment company's ability to leverage its theatrical customer base. "This magazine will be half a million [circulation] in a couple of years, unless things go terribly wrong," said Jim Berrien, Forbes Magazine Group president. "Clear Channel's got a good track record."
Mr. Berrien characterized the partnership as " a contract publishing deal with a revenue split." Clear Channel will invest "a couple million dollars" in the venture's first year, Mr. Zeiger said, and aim for break-even within three years.
Its initial frequency is quarterly, moving to six issues a year in 2004, said Publisher Hailey Lustig. A one-time full-color ad page costs $12,500. Ad sales will be handled by Forbes' Custom Media Sales unit.
Show People just started to approach advertisers and Clear Channel executives would not divulge who might be in the first issue. Mr. Berrien suggested cross-selling opportunities exist between Show People, Forbes FYI and other Forbes' custom-publishing titles.