The local market for print publications seems to change almost as fast as the metro area’s many lifestyle magazines and tabloids come out. One of the more intriguing developments of late is Michael Paul’s departure from La Vie magazine. The former editor, who represented himself in his so-called publisher’s notes as an owner of the slick monthly, left with little explanation. A statement released by the magazine would say only that he “decided to pursue other opportunities.”
La Vie officials declined to comment further, though the statement went on to say that taking over at the helm is “‘Team La Vie,’ a multitalented group of existing La Vie professionals who are committed to the continuing excellence of the publication.”
What that means exactly isn’t clear, but the industry is abuzz with speculation about whether the magazine is in financial trouble. It obviously costs a lot to put out each issue, with its lavish, high-quality photo spreads. What’s more, home delivery adds at least 50 cents per magazine to the cost of printing and production. Meanwhile, a quick comparison shows that advertisers have dropped off considerably since the premier issue turned up in select mailboxes last May. As for how the magazine’s new subscription drive is going, Team La Vie members won’t comment.
Nor will they discuss the much-touted plans to expand into the Lafayette market. Advertisers in the Acadiana area, who say they bought space in the magazine because of the planned expansion, haven’t heard anything one way or the other. La Vie sales director Sherry Johnson of Austin, Texas, who co-owns the magazine with her husband Waylon, did not return calls for comment.
Change is also afoot at one of the oldest lifestyle magazines in the market. In Register, the venerable society tabloid, has upgraded to a standard A-magazine format just in time to celebrate its 18th anniversary.
Publisher Chris Love Blackwell says the publication has periodically upgraded over the years, and this was the next logical step in its evolution. She concedes, however, that increased competition in the local print market has made it more imperative than ever for In Register to differentiate itself from the rest of the pack.
“We are always doing things to distinguish ourselves, but in this case it was an idea of being more compact, more modern,” Blackwell says.
While In Register will have a new look, feel and format, the content will remain unchanged. The magazine will still lean heavily toward the party and event coverage for which it is known, while also offering a variety of feature stories. Circulation will also remain at 15,000 throughout the Greater Baton Rouge area.
Meanwhile, the South Baton Rouge Journal, which underwent a major format change when it got new owners in December, announced in a front-page headline above the fold of its latest issue that it is launching a quarterly Health and Fitness Guide beginning next month.
The tabloid-size publication will target consumers more than health care professionals, according to Woody Jenkins, editor of the Journal and its sister publications, the Zachary Post and Central City News. It will consist mostly of lists of health care professionals and services and will join a growing number of local publications targeting the health care market.
As interesting as is the addition of yet another new magazine to the local market is the way the Journal chose to publicize the announcement, playing it as a straight news story when just inside the paper on page 3 is a half-page ad about the health care guide containing much the same information. At the very least, it seems to suggest that the Journal is having trouble with its new format as a community bi-weekly, both from an advertising and editorial perspective.
Jenkins denies that’s the case, defending the way the paper chose to treat the story.
“It’s a way to get some attention for it, and it seems to have worked,” he says.
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