Custom publishing & vaporzine update: Monday’s NY Times has a vaporzine story (without a David Carr by-line) regarding a new magazine to be published by Groundbreak Publishing (link?) in a “joint effort” with the American College of Obstetrics and Gynecologists. It is called Plum and is intended for women who are over 35 who are pregnant. It will launch this fall, according to the story.
The 200-page glossy, to appear annually, may have the right advertising market. The publisher expects a circulation of at least 400,000 readers who are typically well-educated and affluent. But demographics may be against Plum. Although pregnancy rates have risen to 51 percent over the last decade for women 35 to 44, others suggest that it may have peaked. “Baby boomers are leaving the child-bearing age group,” said Joshua A. Copel, a professor of obstetrics and gynecology at the Yale School of Medicine. “Most are reaching menopause rather than actively having children.”
I won’t get into a debate over whether or not this is a custom published magazine. I have a guess where it would fit along the magazine continuum, however.