White Bridge Communications will launch a new consumer magazine focusing on people, personalities and events in the book world at this year's BookExpo America. Beyond the Cover, a monthly four-color publication, will be free to consumers and distributed through bookstores, libraries and other outlets.
Regular features in Beyond the Cover will spotlight new titles in various genres, including cooking, mysteries, romance, biography, children's and hobbies. The magazine will also run a consumer-driven question-and-answer column and will seek bookseller, librarian and publisher guest columnists.
Initial circulation will be 250,000, with planned expansion to 400,000 within the first 18 months of publication. In addition to carrying book advertising, Beyond the Cover will accept display advertising from non-publishing advertisers. Initially the magazine will be offered through promotional subscriptions, with the future monthly subscription fee becoming $7.50 per 100 copies. Bookstores that currently subscribe to White Bridge's Bookshelf publication will automatically receive Beyond the Cover.Corrections: With Marie Ponsot in her NBCC picture (May 15) are Alice Quinn (left) and her daughter.The phone number for the Asian American Writers Workshop in "Publishers Briefly" (May 15) was incorrect, it is 212-228-6718.
