Father-daughter duo rebrands Bedford journal, doubles ad-pages
In a uncommon success story within the midst of the pandemic, a father-daughter workforce took over a tiny journal named after Martha Stewart’s hometown of Bedford, NY, and doubled its ad-page rely within the first concern.
The client of the journal, merely referred to as Bedford, is Michael Kaplan, who has lengthy been energetic within the business actual property world round Westchester.
“The housing market is booming,” Kaplan defined of his success with the previous TownVibe Media holding, which he renamed Bedford and New Canaan Magazine as a result of it now covers cities in Westchester and Connecticut.
The deal was attainable because of the pandemic, which squashed efforts to promote TownVibe to Hearst’s Connecticut Newspaper group, sources mentioned. As a substitute, Geoffrey Morris, the founding father of TownVibe Media, bought every of seven magazines individually, and when Kaplan, who had been writing for Bedford, heard about it, he jumped in with a suggestion.
“I purchased after doing due diligence for 4 days,” he mentioned.
Kaplan introduced in as a accomplice his daughter Casey, who was working for a tech firm in New Orleans that was slowing as a consequence of COVID-19.
“She joined as president,” mentioned Kaplan. “I purchased, she got here in to run, and we’re off to the races.”
The primary concern of Bedford and New Canaan was the September/October concern, which simply hit with 48 advert pages, double the earlier concern, throughout 108 pages.
“Actual property and residential adverts are driving it,” mentioned Kaplan, who took the title of writer. “The disappointments thus far are eating places, which we predict will come again finally — and auto dealerships since a lot of them now . . . don’t purchase native print.”
He’s additionally tapping into native expertise to assist run the magazine. Jill Brooke, who runs Flower Energy Each day, joined as floral editor whereas Joyce Corrigan, a veteran of Marie Claire, has been tapped as fashion editor. Sue De Chiara, who runs the web site The Zhush, is now home-and-decor editor.
Kaplan as soon as took over the previous Monticello Airport and transformed it into the Monticello Motor Membership, a non-public, member-supported racetrack for sports-car buffs to race their very own Ferraris, McLarens and Maseratis. He raised $10 million after which flipped it for “some huge cash” in 2008, proper earlier than the market crashed.
The debut concern incorporates a diary from a neighborhood golf professional who performed the PGA Open in San Francisco, and a narrative by Griffin Dey, who was drafted from Yale by the Detroit Tigers and is one in every of three locals to play professional ball lately.
And he’s additionally not above tapping into some media heavyweights who populate the tony suburb. “Now we have Martha Stewart on the duvet for the November/December concern,” he mentioned.