The man. The game. The mag.:Ralph’s son and erstwhile magazine publisher, David Lauren, wants a Polo Magazine of his own (well, not exactly of his own, he wants someone else to fund it. Note to David: I hear that G+J is looking for a joint venture with a celebrity.)
If this had been done a few years ago, this could have set up a unique battle between Polo, the not affiliated with Ralph Lauren Magazine and Polo, the Ralph Lauren Magazine. However, as the website of the “not affiliated” Polo says the current issue is October, 1999, I guess we’ll never see such a Polo match.
Quote of the Year (from the NY Post):
Time Inc. has pushed the idea of developing Polo as a custom-published title – where the client essentially OKs the finished product and the publisher collects a set fee for the printing and distribution. But both Laurens have grander plans for it – envisioning more of an aspirational lifestyle fashion magazine – and are looking to land a joint venture deal. In that kind of deal, the publisher and the fashion house would both assume the financial risk.
Special observation for rexblog readers: Based on careful research, it can be revealed that exactly 57% of potential custom publishing clients have “grander plans” for their magazines. And ironically, most of these plans have to do with turning their magazines into aspirational lifestyle magazines in which they want someone else to assume the financial risk.