finds ideal home in Boca
Quarterly 'nip and tuck magazine'
debuts today with circulation of 500,000
Published Tuesday, January 18, 2005
By Sean Salai
A trendy cosmetic surgery magazine
on the finer points of "nipping and tucking" debuts
today from Boca Raton, where local observers say it has found
the perfect publishing home. The plastic surgeons and patients
said it was only natural that the 500,000-circulation NewBeauty
magazine was being published nationwide from Boca - a city
recently named the "vainest place to live in America"
by Self magazine.
"It's absolutely appropriate
that this is coming out of Boca," said Dr. Lawrence
Korpeck, a leading Boca plastic surgeon familiar with
NewBeauty. "We've got affluence combined with a huge
public interest in cosmetic surgery that makes it very timely.
It actually looks like a good quality magazine too."
Korpeck, practicing in Boca
for 18 years, said recent television shows like "Extreme
Makeover" and "Nip/Tuck" had made "botox,"
"breast implants," and "liposuction" into
household names and fueled public interest in dermatology
and cosmetic surgery to the point where a specialty magazine
like NewBeauty was inevitable.
"Years ago, it was just the
elderly who thought about cosmetic surgery," Korpeck
said. "Now we're starting to see people in their 20s
to 40s looking for it. Why? First of all, people are much
more open about it nowadays. Secondly, they don't want to
wait until they're older to feel good about themselves."
Recent statistics show plastic surgery
on the rise among the young. The number of girls under age
18 who had breast implants nearly tripled between 2002 and
2003, from 3,872 to 11,326 according to the London Guardian.
"Plastic surgery is definitely
more accepted now, especially in our community," said
Dr. Cristina F. Keusch of the Boca Raton Plastic Surgery Center.
"In the past, people wouldn't even discuss it with their
closest friends. Now we're seeing more men, more young people,
more educated individuals. Cosmetic maintenance is not just
for the rich anymore and this sort of magazine is absolutely
appropriate in Boca." One Boca housewife named Tracy,
a breast implant recipient who wanted to remain anonymous,
said she was looking forward to the first issue of NewBeauty.
"I'm going to be thinking about
face lifts and Botox as I get older, so this magazine sounds
perfect for me," said Tracy, 33. "I will definitely
Tracy said she got her implants seven
years ago and "had them lifted" in September after
giving birth to her second child, adding, "It's definitely
a self-confidence thing. It's about making myself feel better.
I wish this magazine was on newsstands seven years ago."
Vicki, a Boca saleswoman, also expressed
interest in NewBeauty. She received a facelift from Dr.
Korpeck on Sept. 1. "As I get older, I work out and
eat right. But I'm always looking for competitive ways to
stay young-looking, through skin products or new techniques,
so I'll definitely buy it," said Vicki, 44, who also
wanted to remain anonymous.
According to publisher Sandow Media,
NewBeauty's debut issue started hitting newsstands a few weeks
ago and would be at full distribution by the end of today's
official launch date.
With a record-setting 650 national
and regional advertising pages, the quarterly magazine is
heavily saturated with marketing. Advertisers in the first
issue include BMW, London Jewelers, Robert Coin, Bergio, the
American Society for Aesthetic Plastic Surgery, Ziering Medical,
Doctor D. Schwab, and the Cosmetic Enhancement Expo 2005.
Adam Sandow, president of Sandow Media
and the magazine's publisher, said the reason for NewBeauty's
good advertising is its high quality - he uses a 70 lbs. glossy
paper stock - and a smart marketing campaign that offers different
editions in 14 markets.
"We're trying to bring publishing
talent from all around the country here to Boca Raton,"
Sandow said. "It's not common for a national publisher
to be in Boca, since everyone is in New York, but I love it
here and it's a fantastic market."
Sandow plans three issues of the magazine
(the newsstand price is $9.95) this year and four in 2006.
To maximize its impact, he's publishing NewBeauty in a national
edition and 13 local editions for markets such as L.A., Florida,
the Northeast and the Midwest.
"You get more magazine in the
major markets," he said. "The magazine's 320 pages
in South Florida, but just 240 pages in places like Philadelphia."
Sandow, 36, recently opened a new headquarters
building for Sandow Media - which he started in Boca in early
2002 - at the Florida Atlantic University Research and Development
"It's actually pretty coincidental
that we're starting the magazine here in Boca," he said.
"We're mostly interested in places where the cosmetic
surgery market is still emerging. For instance, we tested
the magazine in Atlanta because we already knew it would work
well in Boca." Sandow said his marketing strategy is
newsstand-heavy and targeted at the general public. NewBeauty
is thus available primarily at airports, grocery stores, Barnes
& Noble, Waldenbooks, Borders and B. Dalton's.
About 20 percent of the issues from
each production run are being set aside as free copies for
health clubs, beauty salons and physicians' clinics. Subscriptions,
meanwhile, sell at two issues for $19.95 and four for $29.99.
NewBeauty touts itself as "the
first magazine devoted exclusively to providing a comprehensive
guide to the latest advances in plastic surgery, dermatology
and cosmetic dentistry as well as revealing the best non-surgical
beauty secrets, must-have products and expert advice."
Editorially, the magazine divides its
coverage of all things plastic by body parts - face, smile,
skin, body and mind - and includes a special section (the
first one: "NewMan") in every issue. Regular sections
include beauty brief, innovations, Frederic Fekkai's Hair
Apparent, Rx versus Retail and Service with a Smile.
The debut issue, a copy of which was
provided for this article, features an illustrated "before
and after" section on breast augmentation as well as
a two-page glamour spread on young Boca plastic surgeon Albert
Dabbah. One story, "All About Injectables," covers
"Cosmetic enhancement is almost
as old as civilization itself, with references dating back
to Egyptian papyri and Sanskrit texts as early as 800 B.C.,"
states an unsigned Beauty Brief editorial. "Cleopatra
reportedly bathed in milk, benefiting from the exfoliating
qualities of the lactic acid."
Several physicians sit on the editorial
board of the magazine, which also spills ink in each issue
on finding the right doctor.
Writer Sean Salai can be reached at