As we reported earlier this week, Manhattan
Media, the community newspaper and magazine publisher that acquired
irreverent Harvard alumni publication 02138 this summer
, has hired
legendary Esquire cover designer George Lois and noted Pentagram designer Luke
Hayman to redesign the three-year-old magazine for a relaunch later this year.

The company also named former Maxim group publisher and
Giant magazine founder Jamie Hooper as publisher and CEO, and David Blum as its
editor-in-chief.

It’s
not unreasonable to say that this could be the most expensive relaunch for a
city and regional magazine ever. But just how much are they actually spending?
I tried to put that question to Tom Allon, Manhattan Media’s CEO, but I gave up
on the phone tag. I e-mailed Hayman—a speaker at the upcoming FOLIO: Show in Chicago
(more info below)—but haven’t heard back. I also asked a number of the industry’s
designers, most of whom declined to guesstimate.

One
though, famed designer Roger Black, did:

I
bet the number is 120K, 60 each. A workhorse studio like Don Morris’s (cf: Bloomberg Markets) might do the
whole thing for 40. I would ask for more, but I didn’t get into Harvard. For
any of us, back in 2000 it would have been double.

There you go.

Click
here for more info on the 2008 FOLIO: Show …