Like The Store? Now Read The Mag

By Kate Novack

Starbucks' foray into magazine publishing was short-lived (remember Joe?). But magazines linked with existing brands or stores are hot. Saks Fifth Avenue, Bloomingdale's and MTV all launched their own glossies in October. And custom publishing (sponsored editorial content aimed at a targeted audience), once an industry stepchild, is now a bright spot, growing about 10% a year while the rest of the business languishes. --By Kate Novack

Crunch Fitness

Crunch's biannual, free to members or $4.95 on newsstands, is more edgy fashion mag than fitness guide--suiting the gym's trendy image.

A SAMPLE Four slobs' marathon mishaps

Hallmark

It's do-it-yourself homemaking from a former Martha Stewart editor. The second test issue (produced by Time Inc.) comes out this week.

A SAMPLE Ten ways to ring in the New Year

Bloomingdale's

Aimed at building brand loyalty, the launch issue--$3.95 in store and free for top customers--is a knowing take on style.

A SAMPLE Q&A with fashion It boy Zac Posen

MTV

It sells for $5.99, but the first test issue (named for MTV's "Spankin' New" franchise) includes the glossy plus a mini-mag and a multimedia CD.

A SAMPLE The cool world of urban vinyl toys

U.S. State Dept.

For sale in 16 Arab countries, the monthly, launched in July, covers lifestyle and culture in the U.S. Is it worth $4.2 mil of taxpayer money?

A SAMPLE Obesity in America