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Magazines

“color and aroma” Magazine Targets a Youthful Market

I only missed telling you about this magazine’s launch because I was so busy with life. I was aware, though, and I’m happy to say that this new magaizne is moving right along.

What a huge undertaking… Such a massive dream to fulfill. And in today’s world, it’s not just a paper edition that you need to create if you want to launch a new magazine. If you want to publish a physical magazine, you must also publish a supporting Web site.

The simple life’s gone forever, boys and girls.

Honestly, I don’t even know where I’d begin with such a project, so I can only admire anyone who still has that most ambitious dream.

color and aroma is doing a fascinating job of providing niche content that’s not covered elsewhere, and should be their key to success, because offering the same-ole-same-ole would be a hard sell when everyone else is already doing that well.

Based in Newport Beach, color and aroma’s, target market is Southern California. I think it’s perfect for the LA crowd, as it’s written for the enjoyment of food, wine, and lifestyle. They’re offering discussions on fashion trends and style, they’re profiling interesting people and fascinating places, and exploring ideas of inspiration for art, literature, and entertainment.

This magazine should appeal to a younger demographic, bringing in newer wine lovers who are more concerned with lifestyle right now than they are about brand loyalty. I can see Generations X and Y headed right to the book shelves for this one.

Remember, Robert Parker, Wine Spectator, and Wine Enthusiast were all originally intended to be for their own peer group. We’ve now all matured and read those publications religiously for whatever reason. There’s a whole new generation that’s now looking for something to “give them something to talk about,” and it’s not going to be the latest Châteauneuf-du-Pape, at least not yet, and not unless it’s discussed in the pages of color and aroma.

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