Worth Magazine Rebrands Itself


In a year when more than 100 major newspapers and nearly 500 magazines have reportedly folded in the United States alone, it is interesting – if not reassuring – to note that some publications are striving to reinvent themselves. The 18-year-old Worth magazine, acquired by Sandow Media in 2008, has adopted a new revenue model, along with a new tagline “The Evolution of Financial Intelligence.” Now published bi-monthly, Worth has become a controlled circulation magazine, mailed free to a database of 110,000 high-net-worth households in major markets. It offers no subscriptions but sells a limited number of individual copies at $18.95 per issue primarily at select newsstands in private airports. In addition to the sale of advertising, the magazine essentially relies on thoroughly vetted wealth advisors to underwrite the publication in exchange for the opportunity to write articles in the leading advisors section of the magazine.

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