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The son of K-III Communications' CEO is betting there's a national market for a magazine devoted to gambling.

Chance, the Best of Gaming, a quarterly to be launched June 3, will move into a market "underserved" by the magazine industry, said Editor in Chief Anthony Reilly.

The fledgling title is getting some back-end help from K-III, whose chairman-CEO is William F. Reilly.

The two are partners in the venture, ARC Publishing, with Publisher Matt Tolan. K-III will assist with distribution and printing contracts.


Mr. Tolan said they started selling ads to the endemic market first.

"We knew if we could get the hotels and casinos on board, we'd be on our way," he said.

The first issue's advertisers include the soon-to-open Trump Marina casino and resort in Atlantic City, N.J.; Grand Holiday Casino & Resort in Aruba; Las Vegas' Rio, Imperial Palace, Monte Carlo and New York, New York casinos; and Gold Strike Casino Resort in Mississippi. Mississippi's Harrison County Tourism Commission also has two ad pages.

Liquor and tobacco have an ad presence with Schieffelin & Somerset Co.'s Tanqueray and Grand Marnier, as well as several cigar companies, including General Cigar Co. for Partagas and Consolidated Cigar Co. for Don Diego.

Fashion advertisers include Sulka and Brioni.

The 50,000 newsstand copies will appear in the top 25 "casino feeder" markets, Mr. Tolan said, including New York, Philadelphia, Los Angeles, Phoenix and Denver.

Another 25,000 copies will have bulk distribution through sports gaming outlets, and some 25,000 select consumers are being mailed copies, in hopes of converting them to subscribers.

Chance will be quarterly during 1997, with the second issue out in September; six issues are planned for '98.

Ad rates are $7,500 for a b&w page and $10,000 for a color page.


"I think it's time for a magazine in that category," said Jerry Sacks, a senior media planner at Western International Media, Los Angeles. "Our clients are always asking us to find the high rollers, which I think this magazine will attract."

Mr. Sacks, who buys media for three resorts and casinos, has previously used city and travel magazines, as well as newspaper and direct response TV.

Chance is focusing on players in the 25-44 age bracket, Anthony Reilly said.

According to research done by the magazine, 34 million players make up the casino gaming consumer base, and that "doesn't include lotto, horses or bingo," he added.

Another new magazine pursuing a similar audience is Milton, backed by Milton Berle and family. Its tagline sums up the magazine's editorial approach: "We drink, we smoke, we gamble."

The first issue of the quarterly appeared Feb. 1. Based in Pacific Palisades,

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