‘THE CHRISTIAN SCIENCE MONITOR ea New Travel Magazine Targets Young Adults bimonthly’s frst bsue— a faceless Schrier rejects ouch concerns, ore Dee hn cas = St a ‘Speel ta Can Sconce hints atthe nonlinear flow of ts Blue have been brisk. Besides, he NEW YORK. contents. No two pages loo argues, enjoying the great out- yweNrisontmi” cme Seis Noo pag lnk ake, | as, en he re sumers vein a mond that” an exprofesonal sutfer and for [ee a can't stop offering themnew yer designer of Raygun magazine, "Woineft want to travel and go soft drinks, athletic shoes, and Whe taking, te meen to exotie destinations just as much ‘even television sitcoms. zero-gravity, ‘Mondrian layout #8 men,” says Schrier. True, an ad- Now they've got thelr own Iakes its narrative tricky to follow. venture magazine has never scored ‘travel magazine. Launched in July, ""Atempting to slinch’a share ot a runaway. success with Temale Blue is an action-adventure maga- the outdoor/adverture market will, readers, she agrees. But Schrier zine for young travelers, a ct035 eq leap into the unknown, The” believes Blue wil appeal to the bo- between National Geographic and success of the bwo market leaders, hemian adventurer within both Spin. Its premiére issue takestead- Men's Journal and Outside. ees men and women ers surfing in Bali, snowboarding uit ona nearly allanale reader, If Schrier is sanguine about ‘Alaska, and on a reindeer safari ship, ‘What's bold about Blue is Blue’s future, i's in keeping with in Norway with New York author that it'stargeting both male and fe. _ the youthful Optimism of the mag- ‘Tama Janowitz azine’s 10 employees. Not one of “The magazine's young founder, = Blue's staffers is over 30, and none ‘Amy Schrier, published the frst of the magazine's handful of in- issue from her fourth-story walk- “S| Jestors are over 40. up in Manhattan's Greenwich Vil Ul GJ Stier setzes to etose lage _ Blue's start-up costs, but an indas- Ms, Schtier says she founded try analyst estimated them at be- Blue because readers in their twen- tsieen $5 rallion and $10 raion. ties find existing travel magazines Schrier says Blue wil be profitable “distant and academic." by its third year of publishing, “Blue is not about taking a five- With a cover price of $3.95 & J day Club Med eruise with meals at fan ambitious first printing of assigned times. Our aim is to 100,000, Blue is avallable in most translate the excitement of the major US cities, at local news: globe to the printed page, whether stands, and at chain stores like it's mountain biking across Viet Barnes & Noble, Tower Records, nam ot white-water rafting in West and Waldenbooks. - Virginia,” she says. "The premire’ issue, at 138 Part of Blue's identity is its so- ages, carries ads from Microsoft cial agenda, Its first issue chron mais Gaxaisenuts ce, BMW, Crunch Actionwear, cles development threats to Hawal- uagasinnfortwentvomethinge oun ad Timex sport watches. Blue a jan beaches. Another article {dain tot cepts no fobacco ad and nis a Profiles a group whose alms in- “I don't have too much hope for oho! advertising to @ maximum ee ty as ye tongametnam ont r Seeee repression and challenging unfair of Walker Commurications, a New labor practices. York-based magazine consult ‘One of Blue's standing features. firm. "Duabmudience magaanee is “Urban Access,” a compendium don't make i for the simple reason of one, threes, and five-hour ad- that there are no dual-audience ad, ventures in American cities such as" yertisers” Los Angeles, New York, Seattle, "And the competion, especial and Chicago. See Brooklyn y:. for male readers isferte Dysit, horseback orrde the waves break- Walker [lot on the tral of eee ing on a secluded beach along readers in their 20¢ are magazines Lake Michigan. like Esquire, “Details, Rolling The transcendent cover of the Stone, Spin, Swing, icon, and Maxi.