http://www.chicagobusiness.com/cgi-bin/mag/article.pl?id=30237

July 7, 2008

Taking Names: On magazine scene: a battle for social set

It's not William Randolph Hearst vs. Joseph Pulitzer, but a publishing clash is brewing in Chicago with its own version of big egos, lavish parties and elbow-throwing business practices.

Jason Binn and his Michigan Avenue, the soon-to-arrive Niche Media Holdings LLC glossy, are trying to carve out a niche in the high-end market that's virtually controlled by John Carroll's CS, Modern Luxury Inc.'s fashion-conscious party-picture tome.
The showdown is playing out on the party circuit and in board rooms as the magazines and their high-profile leaders try to attract readers and lure advertisers.

On the record, Mr. Binn calls the competition "exciting," while Mr. Carroll says it means "becoming better at what we do." Both say there's room in Chicago for both to thrive by catering to high-end readers.
But behind the scenes, it's becoming a knock-down, drag-out fight: "It's nasty, but kind of fun to watch," whispers one member of the social set.

Michigan Avenue — with sister publications in the Hamptons, New York City and Miami — is discounting its published ad rates to ensure its inaugural issue in September packs a punch. And CS is said to be countering by giving free pages to its cmpetitor's potential advertisers.

John Carroll

Sherren Leigh

Along with rubber rates, the two mags are battling to hold fabulous parties to hype their respective publications. Both have had events headlined by tycooness Ivanka Trump, with Michigan Avenue holding one big party in the Trump Hotel.
Sherren Leigh of Today's Chicago Woman says her mag has been around for 25 years and only this year did she feel the need to host a party to tout it. The low-key, white-wine affair was held in the old Columbus Hospital building in Lincoln Park.
"When it comes to parties, we can't compete with these other magazines," Ms. Leigh says. "Our tag line is 'Smart Women, Smart Read.' We're not party animals."