Oxford Development exec launches magazine - Pittsburgh Business Times:

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The Pittsburgh Metropolitan, a monthly glossy dedicated to "fashion, dining and lifestyle," will announced its plans tonight at a launch party at LaStrada Restaurant, Downtown. The publication is the brainchildx ofTara Rieland, the corporate director of marketing for the , one of the city's largest development firms. While continuing to work with Oxford on areduced schedule, Ms. Rieland will serve as the publication's After working on the marketingof Oxford'sx many properties and helping to start a number of local fashionj shows, Ms. Rieland said she saw a need for thenew "I don't think our city has a magazine like this.
In othere cites, you find other magazines more ofthis concept," she said. "It's a much more contemporaryt approach than what wehave here." Pittsburgh Metropolitan's first issue will debut in It will publish on a monthly basis 10 timees a year, with double issues scheduleds for January/February and June/July. Ms. Rieland planas to launch the magazine with an initial print runof 20,000. She plane to build a high-income readership by mailing 16,00p copies of the first issuew to residents throughout the regionn who have a household income of more than The remaining copies will be sold on newsstands and offere d at Downtown condominiums and otherarea Ms.
Rieland has set the newsstaned priceat $4.95 and the price of a full-page advertisement at $2,475. The publicatiojn is expected to reach abourt 72 pages in witha content-to-advertising ratio of By targeting an upscale, well-heeled readership, Pittsburgh Metropolitan would appeare to be looking to compet e with such established publications as and , a four-year-olr glossy which chronicles the region's social Yet, Ms. Rieland sees an open nicher as well a competitiojn for ad dollars that is more broadthan "I think I'm competing with anyone who has a printg publication," she said.
Pittsburgh has seen its shares of new magazines inrecent years, including Pittsburghj Compass and . "Since Whirl has come into existencse threeyears ago, there's been probably a half-dozen magazines entetr the market," said Jack Tumpson, the publisher of Whirl, who started the publication after a career as a concert promoter. "It's terrific." Mr. Tumpson suggestesd that Whirl helped encourageother publications. While the average magazinde takes five years before it makes a noted Mr. Tumpson, Whirl did so after only two He believes the more loca publicationsthere are, the better.
"The more people that have theid minds turned to publicationaand magazines, the better Whirl will he said. "There's no doubt in my mind." For her Ms. Rieland hopes to appeakl to a readership with ametropolitamn perspective, as well as promote the city'xs mix of big city amenities and small town "We do have that kind of vibe in our But nobody is really pulling it togetherf in one piece to market it that way," she "There's so much here. But if you don' t know the right people, you don't know abouf it.
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