As Of October We Are Increasing Our Total Distribution To 75,000 Copies. We Know Of No Other Magazine In The State That Claims Anything Close To That.
As we begin our 53rd season, we look back upon the history of what has become one of the unusual regional magazine stories in the country. We say unusual; we might claim unique, for we know of no other magazine that compares to our broad distribution over such an affluent market on the east coast of Florida. There are only a few state magazines that come to mind: Texas Monthly, with 300,000 circulation, is the most successful. But statewide audiences are geographically much broader.
Our Florida market, covered by six titles, roughly spans a quarter of the state’s most populated areas—four coastal counties, from Broward to St. Lucie, a distance of more than 100 miles. No newspaper or broadcasting outlet has anything close to that reach. And as of this month we are increasing our total distribution to 75,000 copies. We know of no other magazine in the state that claims anything close to that. And we are suspicious of some of those claims in the first place.
We checked out some national magazines that appeal to a similar audience. None have even half of our numbers in the same general market.
Our current printing represents a substantial increase from last season. Most of the additional 15,000 copies are going to high-end residences and locations in south Palm Beach County and Jupiter—two of the more affluent markets on our long high-end coast.
For historical perspective, we have no records of what the initial 1965 distribution was, but when we arrived in 1970 our only title was Gold Coast (then called Pictorial Life), and it printed about 8,000 copies. Distribution was concentrated in Broward and south Palm Beach County. We immediately began looking north, the direction of the population flow. We ran stories on Delray Beach, Palm Beach and Stuart. By 1976 we reached Vero Beach, although it would be several years before we published a magazine on the Treasure Coast. Today, our six magazines can offer common editorial and advertising sections in a market almost three times as long, and infinitely larger in population.
While on a history tear, we should note that our Who’s Who in Charity & The Arts feature is getting close to its 30th anniversary. We believe former Associate Publisher John Broderick invented that idea in the late 1980s. It has been copied over the years by virtually every significant regional magazine.