A new four-color publication about Texas for Texans will go to 625,000 residents inside their local newspapers beginning in September. Scheduled for the third week of every month, Texas Profile will run stories on people, events, food, and culture that make life great across the Texas countryside. The new magazine targets rural Texas, which its publisher believes to be underserved by existing regional media focusing on life in the big cities. Texas Profile is an extension of American Profile, and will be delivered within the regular issues of that publication.
At 625,000, Texas Profile will debut at more than double the size of Texas Monthly (300,000) and nearly double the size of Southern Living’s Texas edition (343,000). However, the magazine will charge advertisers less on a cost-per-thousand (CPM) basis–$65 CPM vs. $105.51 for Texas Monthly and $88 for Southern Living/Texas. In some categories, product exclusivity is available. Already, Ford has locked up the automotive category in 2006.