PaperCity Hits Atlanta
Zac Posen to co-host launch party with Neiman Marcus' Ken Downing
ATLANTA - Monday, August 30, 2004
PaperCity, the fashion, decor, travel, and entertainment magazine, with monthly editions in Houston, Dallas, and San Francisco, is taking a big bite out of the Georgia peach today with its Atlanta debut. In honor of its launch, Zac Posen will join Neiman Marcus’ vice president of corporate public relations, Ken Downing, in co-hosting a kick-off party sponsored by the Dallas-based retail giant on September 29 at its Lenox Square location.
In its tenth year, the Houston-based publication has managed to capture the style and essence of the cities it graces. “Atlanta was missing a lot of good, strong social coverage,” Holly Moore, PaperCity magazine’s editor in chief said. “There are no style magazines in this city, and we pride ourselves on bringing the best in fashion, home, and style coverage.” PaperCity announced that Elizabeth Schulte Roth is the editor of the Atlanta edition. Roth, a nine-year veteran of Details, Vanity Fair, and Harper’s Bazaar, was most recently the public relations and promotions director for the Alliance Theatre at the Woodruff Arts Center in Atlanta.
The magazine launches with a September/October double issue, and following that, will publish monthly. Circulation in Atlanta will begin at 55,000 copies a month (as opposed to 85,000 in its other cities), with 22,000 issues being delivered to homes in high-income neighborhoods, including Buckhead and Virginia Highlands. Featured national advertisers in its 48-page broadsheet premiere issue include Neiman Marcus, Saks Fifth Avenue, Louis Vuitton, Cartier, Hermès, and MaxMara.
Moore indicated that in lieu of a large splashy marketing campaign—if you don’t count the party at Neiman Marcus—the company prefers to spend its budget on fashion. The publication has secured 320 indoor locations for distribution, including an exclusive partnership with Simon Property Group, which oversees the city’s two largest, and most trafficked shopping centers, Lenox Square and Phipps Plaza. Included in the one-year deal with Simon are designated reading areas, or lounges, that will feature PaperCity signage and distinctive distribution boxes, in addition to three major points of distribution throughout each shopping locale where visitors can pick up copies. “We don’t spend a lot of money on sizzle,” Moore said. “Where we spend our money is getting the magazine out.”
JIM SHI