BOTTOM LINE COMMUNICATIONS
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It's official. There is a brand new business magazine in the Kansas City area with the July introduction of KC Business Magazine, a publication of Overland Park-based Anthem Publishing, Inc. Anthem currently publishes KC Magazine and Commercial Journals in Kansas City and St. Louis. Initial circulation was 75,000 and the glossy 128-page publication is designed to compete head-to-head with Ingram's Magazine. Initially the company says it will build a customer base through targeted free distribution points with a paid yearly subscription of $34.95. Shannon Shuman, publisher of KC Business Magazine made his disdain of Ingram's Magazine, which has survived numerous challenges over the years, very clear in the first issue. Shuman said the success of Anthem's KC Magazine in this market, "inspired many of our readers to comment about the lack of a similarly sophisticated publication for the business community. KCB is here to fill that void." He also noted the publication will offer "in-depth commentary , unblemished by the advertising base..." A frequent criticism of Ingram's has been there is no line between advertising and editorial. KC Business is expected to begin doing more investigative business pieces in future issues. However, the first issue was almost all puff pieces. Anthem officials say they researched the market for 18 months and will invest more than $400,000 marketing to potential customers. Katie Van Luchene is listed as editor for the inaugural publication, but Anthem is currently interviewing prospective candidates for the post.
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