Building Circulation for New Magazines (933 words)

Capell opines, "Media buzz on a magazine doesn't really move the circulation needle at all. There are two exceptions: Tina Brown and Martha Stewart."

In the cases of Brown and Stewart—and Brill—a recognizable personality contributes to branding success.

News flash: Tina Brown, legend of London and New York publishing, launched Talk in August. The launch involved release-day newsstand sell-outs and limited initial city distribution, which created more interest: scarcity breeds curiosity.