Jewish News and Culture Site Tablet Debuts Print Mag
Jack Kliger on board as publisher.
Tablet, the Jewish news and culture website published by the non-profit Nextbook Inc. and run by editor-in-chief Alana Newhouse, is launching a print magazine later this month. Jack Kliger, the former Hachette Filipacchi CEO, MPA chairman and TV Guide magazine CEO, has signed on as publisher.
According to Newhouse, the website attracts about 1.3 million unique visitors, but she felt that a broader content offering was needed for the brand’s audience. “While the web is a terrific platform, there’s a certain kind of content that’s good for print,” she tells Folio:. "The web is a great place for lots of different offerings, but there is an experience that I came to feel that has been lost—magazine journalism. Content that needs to be absorbed and digested in a holistic product that readers can hold and engage with.”
Kliger, who connected with Newhouse through mutual acquaintances, began reading Tablet earlier this year and liked what he saw. “When I met with Alana and she mentioned she was wrestling with launching a print issue, she didn’t have to convince me of the value,” he says. “Digital and print is better than digital or print.”
The magazine will feature all original content, with an emphasis on long-form reporting, and none of it will be repurposed from the website, although the reverse may be considered down the road.
Kliger says an initial print run of 10,000 copies will primarily be distributed to the newsstand, with an aggressive $9.99 cover price. Likewise, subscriptions will cost $39.99 for a bimonthly frequency.
Kliger predicts that about 1,000 subscriptions will be pre-sold by the time the first issue hits. In the meantime, marketing will kick off on a “zero base” plan—leaning heavily on the website and a newsletter with more than 100,000 opt-in readers for promotion.
The magazine will be 85 percent consumer revenue driven, with advertising picking up the rest, says Kliger, who adds that if the magazine can reach between 15,000 and 20,000 subscribers, they’ll have a sustainable model. “We’re setting aggressive and ambitious circulation rates, but being conservative in our numbers. I don’t think these are unreasonable numbers to reach if the product is right.”
Production value will be high, with a 10×13, heavy stock, coffee table format. Design work was handled by Luke Hayman and Shigeto Akiyama at Pentagram.
“This is a substantive product that will give good value for the pricing,” Kliger says.
Newhouse says the existing digital content staff will produce the magazine. Business operations will be handled by Kliger. “I agreed to do it because we want to keep the staffing focused predominantly on product and content. The business side, whether manufacturing, distribution or marketing will be left to what I’ll call the ‘outside services,’” says Kliger.