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KidStyle, a kids' fashion magazine set to debut in July, is offering retailers their own custom ad sections.

Although the new title from KidStyle Co. is built around the idea of getting ad pages from small and midsize apparel marketers, it will provide special ad sections to large retailers with private-label lines.

Several regional chains have agreed to distribute the quarterly with custom sections inserted, while also running ads in the national edition.

Mary Anne Sommers Reilly, founding publisher of Child and president of KidStyle, is producing the consumer magazine with a team recruited from Earnshaw's, a trade magazine for the children's apparel industry; KidStyle Publisher Erwin Pearl is the former VP-advertising for Earnshaw's.


"When I started Child, my idea was to carry a lot of kids' apparel business," said Ms. Reilly. "But when Child's circulation grew past a certain point, the smaller and midsize manufacturers couldn't afford the page rates."

KidStyle's ad rates are being set with the smaller marketers of kids' apparel in mind, she said. The charter rate is $6,000 for a color page in the first four issues. Already on board: Sahara Club, Jet Set, Kids Headquarters and quiltmaker Red Calliope.

Circulation plans call for the new title to be sold only in selected department stores and specialty retailers, with a $4.95 cover price; it will have an initial distribution of 250,000 copies.

"We have about 1,000 store locations that have agreed to distribute so far, and we expect to have 2,500 store locations total," said Ms. Reilly. She declined to name the retailers that have agreed to distribute the magazine with their own custom private-label sections because contracts have not been signed.

Retailers last year sold $27 billion in children's apparel, according to research company NPD Group.


The New York-based title will cover fashions for children ranging from newborn to preteen. Editorial subjects will also include toys, electronics and juvenile furniture.

"It's not going to be another parenting magazine," said Jim Girone, editor in chief. "This will be a pictorial magazine focusing on products."

Sahara Club President Margot Jacobs said that approach is what convinced her to sign on as an advertiser.

She added that parenting titles appeal to mothers of young babies and toddlers and she wants to reach parents of "kids [who are] a little older."

Issue dates will coincide with the retail selling seasons: fall/back to school;

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