Magazine article Folio: the Magazine for Magazine Management

The Return of a More Modest Regardie's

Magazine article Folio: the Magazine for Magazine Management

The Return of a More Modest Regardie's

Article excerpt

Money, power, greed. In the go-go eighties, those words formed a mantra for Regardie's, the brash business magazine that grew fat fast covering the nation's capital--before crashing and pulling the plug in November 1992.

Now, Regardie's is back. The mantra has been updated to "money, power, greed, public service." And the decidedly scaled-down operation clearly reflects the go-slow nineties.

Relaunched in February, Regardie's still contains the kinds of stories its former readers would expect: an article detailing the attempts to cash in on the John and Lorena Bobbitt case; the life of a Washington lobbyist through the eyes of a former congressional liaison.

But from a design standpoint, the title resembles a literary journal more than the glossy four-color magazine it once was. Printed almost entirely in black and white on uncoated, cream-colored stock, Regardie's has taken a minimalist approach. Most striking is the cover--a grainy shot of a naked infant seemingly suspended in air. "No logo, no type, no date, no price, no nothing," says company president Bill Regardie, although there is a half-page, removable cover flap that details the magazine's contents.

Payment upfront

The financial realities of the approach are obvious. "I've been looking for a year for a format that could work without having to spend a half-million dollars," he says, adding that his start-up costs were "well under $100,000." That's key, considering that between 1989 and '92, as the local economy soured and real estate advertising dried up, revenues at the company (which also includes a bimonthly New Homes Guide and a market research business) plunged from $21. …

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