Former American Spa Ad Director Launching Organic Spa Magazine
After working for American Spa, its former advertising director Bev Maloney-Fischback fell in love with the spa industry, but she also knew there were some holes in the industry that needed to be filled, especially in the growing organics industry.
So, about a year ago, Maloney-Fischback presented a business plan to Penton Media for an organic spa trade publication, which would have partnered with Penton's very successful New Hope Media show serving the organic spa industry. Then she had second thoughts. "The more I dug in, we realized, A. we didn't need them, and B. this was a consumer magazine," she said. "So we set out to launch a consumer magazine that offers education on organics, wellness and spas and how to promote a lifestyle that bridges it all together."
Her new magazine, a Rocky River, Ohio-based, quarterly called Organic Spa Magazine launches January 8 with a guaranteed national circulation of 40,800, about 15-20 percent of which have opted to take the magazine in digital format only. An annual subscription costs $12.95 for print, $9.95 for digital and $16.95 for both, said Maloney-Fischback. "Most are getting it in both," she said. "The technology fits with our philosophy and mission so that if you really want to save that tree branch, you can browse and peruse the magazine in a digital format."
Linking the spa concept with organics may be new, but others have tried before to capture the organic market before it was trendy. Rodale currently publishes the 54-year-old Organic Gardening magazine, and unsuccessfully tried to capture the organic clothing market with Organic Style, which was abruptedly shuttered in October of last year after just four years of publication.
Maloney-Fischback said the digital edition is also economical, offering the same product as the print edition for thousands of dollars less. "I don't think we would be able to launch the way we are, and with just one investor, without the digital edition. It's affordable and there's no waste."
Advertisers will not be given the option of advertising just in the print or just in the digital edition, but will have opportunities down the road to opt for online only ad on the magazine's Web site, Maloney-Fischback said. "We really want to be on the forefront of Internet," she said. "But want to be cautious as we evolve. We're really trying to feel and react to the market. We're already planning a fourth quarter supplement called Organic Home. Because we see that as a natural progression and something we need to pop out."
Although Maloney-Fischback has launched other publications and supplements with companies she's worked for, this is her first solo launch, she said. Co-founder and editor-in-chief of the publication is Mary Bemis, whose work has been featured in Luxury SpaFinder and Spa.