Like The Store? Now Read The Mag

Starbucks' foray into magazine publishing was short-lived (remember Joe?). But magazines linked with existing brands or stores are hot. Saks Fifth Avenue, Bloomingdale's and MTV all launched their own glossies in October. And custom publishing (sponsored editorial content aimed at a targeted audience), once an industry stepchild, is now a bright spot, growing about 10% a year while the rest of the business languishes. --By Kate Novack

Crunch Fitness

Crunch's biannual, free to members or $4.95 on newsstands, is more edgy fashion mag than fitness guide--suiting the gym's trendy image.

A SAMPLE Four slobs' marathon mishaps

Hallmark

It's do-it-yourself homemaking...

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