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DiversityInc.com, a three-year-old Web site covering diversity-related news and issues, is extending its brand to a magazine that will initially publish six times a year, starting with a 116-page November/December issue with 32 paid ad pages.

Luke Visconti, co-founder and partner at DiversityInc.com, said DiversityInc the magazine will have a 100,000 rate base and charge $15,000 per ad page. The Web site has about 60,000 registered users. Subscriptions, covering both the magazine and Web site, are $5.95 a month or $30 a year. He said 40% of the ad pages are from new advertisers.

"It was difficult for a lot of companies to do business with us because they didn't have online budgets," Mr. Visconti said. "Most advertisers are people who were subscribers to and heavy users of the Web site."

And they have print budgets. The magazine's advertisers include Unilever, HSBC, Johnson & Johnson, Kmart, KPMG, Deloitte & Touche, Bank of America, Mercedes-Benz, Raytheon, JPMorganChase and Ford Motor Co.

Mr. Visconti said he expects 40 to 45 ad pages for the January/February 2003 issue.

"When we're at 50 ad pages, we'll look at going monthly," he said.

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