New York Design Hunting Bumping Frequency to 2X in 2013

Strong showing on single copy sales and ads gives go-ahead for two more issues next year.

By Alexandra Skamangas
Wednesday, June 20, 2012

New York has announced that its stand-alone spin-off title, New York Design Hunting, will publish two issues next year, set to print in March and September of 2013.

While the title apparently sold well on newsstands and in design shops, New York publisher Larry Burstein says it's too early to tell what the final single-copy sales were. But he tells FOLIO: that May’s issue prompted strong feedback from the design community. Burstein says the magazine is “doing well; the design [scene] appreciates the issue.”
 
In all, 75,000 copies of the magazine were distributed in May; the issue contained 74 advertising pages, and 73 percent of its advertisers were new to New York Media.

Burstein plans to keep the distribution number at 75,000 for its upcoming March 2013 issue. “If data shows we could support more, we’ll support more," he says.

As of now, the magazine will remain only on newsstands and in design and trade outlets—there are no plans to introduce a subscription plan, which is a similar model to the bi-annual New York Weddings.

The title was launched, in part, because of a sudden uptick in design advertising. The category increased 20 percent from 2010 to 2012. New York had already been doing two design-themed issues a year and the team felt that there was room in the market for another design title.

The launch of the spin-off was also fortified by a partnership between New York and Dwell that's producing a week-long design event and separate one-off print product to be bundled with fall issues of both titles.