The publishers of trade magazine National Locksmith are set to introduce their first consumer magazine, Crime Prevention, to tap into people's growing concerns about safety. The introduction follows the stunning success of the Toys-for-Guns exchange, which started in New York and is expanding under the name of Goods-for-Guns.
Streamwood, Ill.-based National Publishing Co. vows the new magazine will eschew a "shoot 'em up," sensationalistic approach to crime prevention in favor of practical tips and advice.
"In this day and age, the consumer is perversely aware of how crime has affected our society," said Publisher Marc Goldberg, "but there is a surprising lack of information available about the steps they can take to prevent crime."
Crime Prevention will be launched as a quarterly, starting with a spring issue due out March 15. It will be sold on newsstands for $1.95 and also distributed free through police departments and security professionals, with an estimated total circulation of 250,000.
Ad rates for the tabloid-size publication are $5,295 for a b&w page and $6,290 for a color page. The magazine will not accept gun advertising, Mr. Goldberg said, though it may carry ads for such personal defense items as hot pepper sprays.
He said the nation's preoccupation with crime is evident in the intense national media attention devoted to the slaying of tourists in Florida, the massacre on New York's Long Island Rail Road and various goods-for-guns swap programs.
Crime Prevention will cover safety for homes, businesses and autos, and offer tips on secure travel and how children can protect themselves.
"There is a void," Mr. Goldberg said. "We are not a shoot 'em up publication. We're going to offer practical steps to help consumers upgrade safety and protect themselves, their families and their possessions."M