Forbes FYI, which launched in 1990, celebrates the good life, as its charter was to be "an executive lifestyle supplement" building on the greed of the '80s and the wants of the '90s, as well as the lusts of the new millennium. The magazine has grown on both editorial and advertising sides without missing a beat.
Bottom Line: Fulfilling the needs, wants and lusts of your audience will make your magazine not only sufficient, but also necessary.
Mary Engelbreit's Home Companion launched in 1996. Overlooked by the media and overshadowed by Martha Stewart's Living, Companion has proven to be a cuter, more country and much less uptight magazine than her rival.
Bottom Line: We all know the old adage that nothing brings down a bad product faster than a good promotion. Mary Engelbreit's magazine is, quite frankly, just the opposite.
Wizard, published by Wizard Entertainment, launched in 1991. In less than 10 years the magazine grew to be the comics books category leader and has spawned four other titles, the largest comics convention in the industry and a host of collectible toys.
Bottom Line: Don't ever believe those who say that a magazine cannot be published based solely on the passion and vision of one man. Gareb Shamus is living proof that it can be done.
Tips & Tricks, published by Larry Flynt Publications, launched in 1991. Tips & Tricks has steadily become the magazine that kids of all ages swear by and use as the easy road to beating the machine.
Bottom Line: Tips & Tricks positioned itself as the proverbial straight line that is the shortest way between two points. Moreover, it also serves as the fastest link between readers and their gaming computers.
Coastal Living launched in 1995 as Coastal Home. Now owned by Southern Living, the magazine delivers a two-punch knockout both visually and editorially. Readers were attracted and captivated by the fantasy and sounds of ocean-front vistas, even if they were living in Detroit.
Bottom Line: Here we have yet another example of the importance of an editorial concept and its need to be well executed, as a major determinant of the survivability of the magazine.