Leo Jung and Jacqueline Bates join new startup The California Sunday Magazine

Leo Jung and Jacqueline Bates join new startup The California Sunday Magazine

On Sunday October 5, more than 400,000 subscribers to the San Francisco Chronicle, Sacramento Bee and Los Angeles Times will find something new within the bundle on their doorstep: The California Sunday Magazine, a startup devised by freelancer Douglas McGray and Federated Media co-founder Chas Edwards. McGray and Edwards' impressive editorial team includes: creative director Leo Jung, formerly the design director at Wired and deputy art director at the New York Times Magazine, and photography director Jacqueline Bates, previously the senior photo editor of W magazine. She also worked in the photo departments of ELLE, Interview, and Wired.

The monthly, print-side half of the pair's business model is most intriguing. Not only does it give them instant traction at both the advertiser and circulation-base ends. But if successful, it could prove to be a model of revenue for other grouped regional newspapers. From a piece by Michael Learmonth, global tech editor of the International Business Times: McGray and Edwards are paying the newspapers for distribution, much like Target would for an ad insert, and targeting 400,000 people who live in affluent neighborhoods. The rate card for the print edition is $40,000 a page; Edwards says the magazine will launch with 10 advertisers, including Google Play, Lexus, Converse, MailChimp and the Ace Hotel.
The California Sunday Magazine's reach is a fraction of Parade magazine, rumored to be on the auction block. But by targeting affluent zip codes, this pair may be re-inventing the weekend newspaper supplement wheel with some spin that will last.

The editorial team will include  senior editor Nicole Allan, formerly a senior editor with The Atlantic.

The logo was designed by Jessica Hische, and the media kit announces that if you want to become a "sponsor" for $1299.00/yr, you will receive "our first limited-edition mystery object" designed by Leo!

(Source: FishBowl LA, MediaBistro: Richard Horgan, International Business Times: Michael Learmouth)

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