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200,000 PREMIERE ISSUES OF "INSIDE EDGE" TO HIT NEWSSTANDS TODAY

 -- New National Magazine Is First Lifestyle Publication For
 - And By - Males 15 To 22 --
 CAMBRIDGE, Mass., April 27 /PRNewswire/ -- Two college students have put together one of the biggest publishing launches this year with a new general lifestyle magazine for guys in their teens and twenties. Called "Inside Edge," it is the only national publication written, edited and published entirely by students for students and is specifically targeted to the men of "Generation X," 15 to 22 years of age.
 More than 200,000 copies of the premiere issue of the bimonthly magazine go on sale at newsstands nationwide on April 27, putting it on a par with such heavyweight launches as "Vibe" (from TIME, Inc.), "Details (from Conde Nast), "Victoria" (from Hearst), "Entertainment Weekly" (from TIME, Inc.) and "Smart Money" (from Hearst).
 The magazine's founders -- publisher/editorial director Aaron Shapiro and editor-in-chief Jonathan Hsu, both juniors at Harvard University -- stated that 85 percent of the more than 14 million men ages 15-22 read magazines on a regular basis, and "Inside Edge" is the only magazine to cater specifically to their interests. The staff of 30 is all students from Harvard, Boston University, Northeastern University, Boston College and other Boston-area schools.
 "The editorial focus is on subjects of great importance to guys in this age group," said Shapiro. "We cover music, entertainment, dating, partying, cars, sports, fitness and style. We won't avoid important topics like AIDS and drugs, but we won't let them overwhelm us. Above all, `Inside Edge' is cool."
 Hsu added, "Our articles are hip, irreverent, funny. It's the way guys talk to their buddies when they're just hanging out together, so `Inside Edge' reaches its readers on their -- our -- own terms."
 The magazine's parent company, S. H. Eliot Publishing Group, Inc. (a privately-held Delaware corporation founded by Shapiro and Hsu in January 1992), is supporting the launch through Warner Publisher Services (WPS) with one of the largest promotion budgets ever put behind a new magazine: $150,000. The four-color, 68 page, premiere issue features 17 pages of national advertising, including ads from L.A. Gear, Honda Motorcycles, Motown Records, Warner Records, Haagen-Daz, Barq's Root Beer and Nintendo.
 The premiere issue is being distributed to retail outlets throughout the United States and Canada; it will also be available in English- speaking foreign countries, including the United Kingdom and Australia. The rate base guarantee is 100,000 for the second issue. "Inside Edge" costs $2.50 ($2.95 Canada) and is intended primarily for newsstand sales; subscriptions are available for $14.95.
 The attitude of "Inside Edge" is arrogant and brash. Its editorial content reflects the paradoxical mix of pessimism and frustration of a generation of kids who are uncertain about their future and so make a point of "living large" -- enjoying life to its fullest, now. Regular sections in "Inside Edge" include "Grandslam" (how to look, dress and act), "Ask Mike" (advice from a guy who's been around), "Ask Monique" (what to know from a girl who's been around), "Toss Up" (a new quiz in each issue; the first quiz is `How Big a Stud Are You?'), "Women on Men" (dating from the female angle), "Hook Up" (dating from the guy's side), "Overtime" (real-world and career advice), "The Perfect Date" (dating tips), "Rubber Room" (a new, regular comic strip) and "Your Turn" (readers' letters).
 -0- 4/27/93
 /NOTE TO EDITORS: Photos, interviews available./
 /CONTACT: Kent McKamy of McKamy Marketing Communications, 212-953-2290, for S.H. Eliot Publishing Group, Inc./


CO: S.H. Eliot Publishing Group, Inc. ST: Massachusetts IN: PUB SU: PDT

TM-LD -- NYFNS4 -- 1097 04/27/93 07:31 EDT
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Copyright 1993 Gale, Cengage Learning. All rights reserved.

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Date:Apr 27, 1993
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