Tar aims for art world elite

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Tar aims for art world elite
Tar aims for art world elite

Tar Art Media will being publishing Tar magazine this October.

Publishing biannually as of 2008, Tar will showcase arts and aesthetics in a high-glossy format. The magazine, printed on recycled and “eco” paper, also promises a focus on sustainability.

“The mission of Tar and the focus of Tar is really the thing that separates us from just another fashionable-looking cultural magazine,” said Susan Cappa, publisher of Tar. “If somebody picked up the magazine it would like a beautiful handcrafted art book, but then what's threaded throughout is this idea of social responsibility.”

Sales of the magazine will be 70% newsstand. Cappa said, however, that the audience will be very targeted, thanks to specialized distribution locations such as museum stores, specialty bookstores, retail shops and galleries. The $20 cover price also promises to keep Tar out of the “impulse-buy” category.

“When you talk about the audience, it's someone who cares about the world that we live in and is very active,” Cappa continued. “I like to call the audience a modern cultured class, so they have high taste, high wealth and then the thing I add into that is creativity: someone who lives in and appreciates an aesthetic world.”

The first issue has a planned worldwide circulation of 90,000. Tar Art has planned a number of events to hype the launch and is also exploring some direct marketing methods.

In an effort to keep the title from getting stale over its drawn-out publishing schedule, Tar's design and editorial aspire to be more like that of a coffee-table book. Its 300-400 pages should comprise 30% ads — mainly for luxury items — and 70% content.

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