One-shot mag for SUVs

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Popular Science said it will publish a one-shot magazine, The Essential Guide to Sports Utility Vehicles, with an on-sale date of Oct. 1. PopSci VP-Publisher Ron Brownstein said projections call for the market to hit 1.7 million models sold this year. Initial distribution of the new title will be 200,000 with a $4.95 cover price. A one-time four-color ad will cost $15,000. Mr. Brownstein said Times Mirror Magazines is thinking of expanding the "Essential Guide" concept next year with one-shots covering areas such as computers and consumer electronics.

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