Suede targets the new multi-cultural woman

Suede, a new magazine targeting multi-cultural, trendsetting women, hit the newsstands in September. Suede differs from other ethnic women's magazines in its focus on cutting-edge fashion and its refusal to identify itself with any one ethnicity. “Suede targets an urban, cosmopolitan market which includes Latinas,” said Suede's vice president of corporate communications Sonya McNair. Suede is jointly owned by Essence Communications (former publisher of Latina magazine), co-founder Ed Lewis, and Time Inc., which has a 49% stake. The 250,000 circulation publication will have a 50% subscriber-50% newsstand distribution breakdown and will cost $3.50 at the newsstand. Suede will publish two issues this year, nine issues in 2005 (excluding January, February and July) and after that will come out monthly (10x/year). Although the magazine is described as a multi-cultural publication, readership is expected to be 65% black and 35% “other,” which includes Latina, Asian and white women. Suede's launch coincides with increases in ethnic ad budgets at lingerie companies like Sara Lee Corp., Maindenform, Inc., and The Warnaco Group. McNair noted the Essence Music Festival's collaboration with Sara Lee's Playtex brand. Associate publisher Karen Phillip said Suede is pursuing a variety of advertisers – from Hugo Boss to Aerosole – in ad categories including beauty, fashion, finance, technology, and automotive. “We're open to anything that targets a multi-cultural woman,” said Phillip.


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