FIND ANOTHER 1.4 million-circulation title from a major publisher that notches 1,000 ad pages yearly with a lower profile than Time Inc.'s Western lifestyle title Sunset? Good question, and one that Sunset is trying to address via a long-in-the-making remake . "We are underexposed," says Kevin Lynch, Sunset's senior VP. "Being based [in California], we're just not as visible" to wiseacre media types in larger Eastern cities that, you know, control trillions of dollars in ad spending. Plus, Lynch says, "like so many, we continue to strive for a younger reader base" since its current average reader's around 49.
To do this, Sunset's shoved a cluttery travel-marketplace section from an upfront position to further back in the magazine-"it made selling Sunset to more upscale accounts challenging," says Lynch-and grouped all its departments together instead of splitting them into the front and back of the magazine. In a mildly Maxim-esque touch, a tab atop the cover will read "Home/Travel/Food/Garden/Life in the West" now appears, superseding its "The Magazine of Western Living" tagline. Just remind the Buzz not to make the mistake of asking VP-Editor in Chief Katie Tamony why not change the name to "Western Living," to better echo Time Inc.'s Southern Living powerhouse. "That's the reaction people in New York" have, she says. "People in the West really know Sunset." Our bad. Our bad.