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THE NEWYORKTIMES,MONDAY MAY 10,2OIO

@
Med rdDecoder
Behind the Screens,Between the Lines
ny times.com/ mediadecoder

Backin Magazines,
With Stars
WhenMagnusGreavesfound_ revenue.
ed DoubledownMedia,which
publishedmagazineslike Trader cluced , In December,MyMag pro-
its first threemagazines,
Monthly, in 2004,the intersection centered
on the celebrityD.J.
qf Wall Streetand luxury adver- SteveAoki, the ,,Attackbf the
trslngseemedlike a can,t-miss Show!"hostOliviaMunn andthe
proposition. Thentheybothsi_ director Brett Ratner.Thosesold
multaneously imploded,andDou_
bledownclosedlast year. But Mr. "in the thousands,"Mr. Greaves
Greavesdecidedhe wasnot vet said.This month,Mr. Greaves
donewith the magazinegaml. will introduceoneby the alterna_
just tive-medicineadvocateDeepak
. "There had to bea profes_
sionalway to produceamagazine Chopra,who will donatehis
insteadof printingthemup,giv- shareof therevenueto charitv.
mg them awayfor free,hopingto The celebritieschoosewhai
get an audienceand making some goesinside- it is usually articles
moneyon advertising,"Mr. or photos-fromvintagemaga-
Greavessaid. zlnes,and somepersonalarti
He co-foundedMyMag last facts.Mr. Choprawill includema_
year to producesingle-issuemag- terial from the hip-hopjournal
azinesthat, insteadof beingde- Wax Poeticsand photos.ofhim
pendenton advertising,werees- recordinghis Siriusradio show.
sentiallymarketingvehiclesfor "I'm not doingthis to get into
celebritieswith strongfan bases. themediabusiness," Mr. Chopra
"MyMag is not a magazine saidvia e-mail.,,I'm simply cie-
company- what we wantedto do atrnga new channelthrough
was find a new way to makea which I can connectto people."
connectionbetweena well-known While MyMag includesone
individual and their fans."Mr. sponsorevery issue,Mr. Greaves
Greavessaid. sayshe is happynot to be de-
-. By taking orders ahead of pub_ pendent on advertisingrevenue
lication,Mr. Greavessaid. anymore.Thoughthe companyis
MyMag can cut down on waste. not yet making money,,,we've
He charges$10,aboutdouble createda modelwhereit's verv
what eventhe mbst expensive achievableto be profitableon ev-
newsstandmagazinescost,and ery print run," he said.
the celebritiesget a shareof the .
STEPHANIECTIFFORD