Warfield's magazine to publish biweekly

March 29, 1991|By Michelle Singletary | Michelle Singletary,Evening Sun Staff

In an effort to better accommodate advertisers, Warfield's magazine will publish twice a month instead of monthly beginning next week.

"In recent years, advertisers have begun to insist on added value in their advertising vehicles. . . . By going biweekly, the opportunities for our advertisers expand dramatically," said Edwin Warfield 4th, publisher of Warfield's and the Daily Record.

Warfield's, established five years ago, is a glossy magazine that features profiles of Maryland business leaders and coverage of real estate and other local financial issues.

Part of the change in format will include using Daily Record reporters to do news reports in the magazine, Warfield said. The Daily Record is a business, law and real estate newspaper.

In the past, the staffs have worked independently.

The two publications have a work force of 63 full and part-time employees.

Warfield said that by publishing the magazine every fortnight, he hopes also to emulate other business magazines such as Forbes and Fortune by producing more timely news.

The magazine will be published the first and third Wednesday of each month.

The price of Warfield's will remain at $2.50 per issue or $25 for a year's subscription.

The new format is intended to appeal to advertisers who want to reach readers in the middle of the month, such as local universities and colleges offering continuing education courses and banks that want to advertise rates.

Warfield says the magazine's readers have an average household income of $127,000 and a net worth averaging $1.4 million. With that in mind, the magazine will feature a new classified section that expects to offer everything from executive positions and office space to rare antiques to thoroughbred horses.

The magazine has a circulation of 20,000 and a pass-along readership of 53,000, he said. The Daily Record has a circulation of 5,500. Warfield said the tabloid has a pass-along readership of another 20,000.

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