The Hamptons publishing scene is booming

The pandemic might have made the Hamptons extra fashionable than ever, nevertheless it clobbered the seaside enclave’s publishing scene final 12 months with many mags compelled to skip the standard Memorial Day situation as advert {dollars} dwindled.

This 12 months, it’s a distinct story. With COVID-19 vaccinations up — permitting the remainder of the Hampton’s economic system to catch as much as the world’s red-hot actual property market — the Hamptons’ publishing scene is booming.

Sturdy veterans are again — some greater than earlier than the pandemic. And the world has additionally turn out to be a draw for newbies, like Grazia Gazette, a brand new Hamptons newspaper.

“The Hamptons are on fire,” enthused one veteran publicist who does occasions for a variety of East End publications.

Indeed, Hamptons Cottages & Gardens plans eight points this 12 months — yet another than in pre-COVID 2019 and two greater than a 12 months in the past — as Big Apple residents fleeing town continue to send Long Island real estate prices surging, which has translated into advertisements.

“The outlook for this year is rosy as the influx of new homesteaders focus on their homes and gardens,” stated Cottages & Gardens CEO Marianne Howatson, who stated the magazine’s June situation has seen a 58 % improve in advert pages from a 12 months in the past.

Howatson is not the one Hamptons writer benefitting from the scorching residence market.

“Real estate is our biggest category,” stated Social Life writer Justin Mitchell, who reduce to 6 points final 12 months however plans for eight this season. His Memorial Day cowl eschews a star and photos a younger woman stress-free in a seaside chair. “We’re out here relaxing, it’s a different vibe than the city.”

Schneps created a 124-page summer season preview situation of Dan’s Papers pre-Memorial Day.

Joan Jedell’s Hampton’s Sheet stayed away from a Memorial Day situation for the second 12 months in a row, however stated the Fourth of July situation will likely be its greatest in 23 years of publishing. Business has been so brisk that Jedell additionally plans a Manhattan Sheet spinoff to seize a few of the similar events and occasions later within the fall.

And she has a brand new deputy editor, Sydney Sadick, who labored at Hamptons and Daily Front Row previously.

Vicky and Josh Schneps, the mother- and-son workforce behind freebie amNY Metro and different NYC-area newspapers, leapt into the Hamptons market final fall after they acquired Dan’s Papers and the Independent web site from Dan’s Independent Media.

Now with their first full summer season forward of them, they’ve created a 124-page summer season preview situation of Dan’s Papers pre-Memorial Day, a 252-page Memorial Day version of Dan’s Papers and a brand new 100-page journal, Behind the Hedges, which was damaged out as a standalone journal for the primary time.

“I can definitely tell you he advertising is above 2019,” stated Josh Schneps.

Madelyn Cline on the cover of Grazia Hamptons Gazette.
Grazia Hamptons Gazette is a brand new entrant by Dylan Howard, the ex-National Enquirer editorial director, who plans to publish a minimum of six occasions this sumer.
Grazia Hamptons Gazette

While Daily Summer has by no means appeared day by day in print, it has survived and sometimes thrived for ten years on the East End because the shiny seasonal off-shoot of style chronicler The Daily Front Row.

Founder and editor-in-chief Brandusa Niro stated she’s again to publishing 5 points this 12 months after reducing again to 3 final 12 months.

“Retailing is hopping in the Hamptons and it’s not hopping yet in NYC,” she stated. “Because of the high net worth audience that is concentrated in the Hamptons, the fashion advertisers are more keen than ever to get in front of those shoppers.”

“There is definitely pent up demand,” stated Michael Dickey, the CEO of Modern Luxury Media, which owns dozens of regional magazines, together with Hamptons, which it purchased in 2017.

“Our desire to get out and play is stronger than ever,” stated Modern Luxury’s editorial director Phoebe Wahl. “The East End is already abuzz more than ever before as the entire world descends on our little hamlets of heaven.”

The Hamptons situation with Israeli star Gal Gidot on the quilt is 292 pages with 153 advert pages.

At Purist, founder and editor-in-chief Cristina Cuomo, who is married to CNN anchor Chris Cuomo, stated she racked up 100 advert pages in a 164-page Memorial Day spring situation that included 20 % new advertisers.

“The Hamptons market has recovered quickly this summer,” she stated. “There isn’t a storefront in East Hampton and South Hampton remaining empty and the real estate market is on fire.”

She’s again to 6 points, after canceling Memorial Day’s spring situation final 12 months. And whereas occasions are again on for the title that focuses on well being and wellness, there are nonetheless indicators of lingering warning. Purist is co-sponsoring outside film nights every Wednesday in East Hampton’s historic Herrick Park with socially distanced blankets and an August East Hampton’s Authors night time will nonetheless be dealt with by way of Zoom.

Mitchell of Social Life agrees, saying his occasions will likely be smaller and extra intimate this 12 months and that he’s not going to publicize many upfront past a VIP record.

Gweneth Paltrow on the cover of Purist magazine
Purist founder and editor-in-chief Cristina Cuomo stated she racked up 100 advert pages in a 164-page Memorial Day spring situation that included 20 % new advertisers.

Grazia Hamptons Gazette is a brand new entrant by Dylan Howard, the ex-National Enquirer editorial director who runs the US version of Italian style journal Grazia. Sources stated the brand new publication distributed 45,000 copies throughout the Hamptons and the North Fork in addition to in Manhattan.

Grazia Hamptons Gazette was revealed on newsprint, not shiny inventory. Howard plans to publish a minimum of six occasions this summer season.

Also new is James Lane Post, a Hamptons-focused publication with an all-women workers began by Jessica Mackin, govt editor of the now-defunct The Independent weekly.

Memorial Day was the fourth print situation of the eight she has deliberate, together with day by day internet updates and a weekly e mail publication.

Mackin truly began the enterprise at nighttime days of COVID-19 final November. “It was a risk, but ultimately, we wanted James Lane Post to be a year round publication, so a holiday launch worked well,” she stated.

She began small, distributing solely 5,000 print copies, however expects to amp that as much as 30,000 for the three points in the course of the summer season months, protecting model, style and occasions.

“I think the Hamptons will be lively this summer, while we still remain cautious,” stated Mackin of James Lane Post. “It will be filled with reunions. I think everyone is just happy to be able to enjoy each other’s company, support local businesses and feel somewhat normal again.”

Leave a Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.