Avid, New St. Louis Men's Mag, Launches Tomorrow


Move over, Feast and Sauce. St. Louis is getting another free magazine -- only instead of foodies, Avid will target men.

Avid: For men who like golf.
  • Avid: For men who like golf.
Dan Michel, a St. Louis Magazine alum and Avid's new editor in chief, says the new venture is a glossy men's mag focused on lifestyle and golf -- something like Esquire or GQ, only for St. Louis.

"It's definitely more of a sophisticated, refined take on a men's lifestyle magazine," Michel says. "St. Louis men have a certain sensibility to them that you don't find in other cities."

And by that, he doesn't mean sports and beer. Although, there's that. (Of course there's that!)

"It's not stuffy," Michel says. "It's a very accessible view of a male's interests in St. Louis."

Like many of the area's publications -- think Sauce, Feast, Eleven, or (yes) the Riverfront Times -- Avid will be distributed free in bars and restaurants. Paid subscriptions will also be available; the initial print run is set at 25,000 copies, Michel says.

Michel, 26, grew up in St. Louis (for the record, he graduated Chaminade College Prep, before earning both Bachelor's and Master's degrees from Mizzou). He has worked as a freelance writer in addition to serving as special sections editor for St. Louis Magazine, which basically means he ran the advertorial pages. Avid's editorial staff is Michel and an assistant editor, who's also in his twenties, although they have a stable of about a dozen freelancers.

As for the money, that comes from Flagstick Media Company, a startup founded by co-publishers Richard Riney and Matt Mathison.

Michel, for one, is convinced there's a market for a regional men's magazine here.

"That was one question I kept asking myself," he says. "Whether you're talking about a weekly or a glossy magazine, there's this flood of lifestyle coverage [in St. Louis] ... But all the others are oriented to the female. Whether they're targeted that way, or that's just who's picking up, they're female readers."

While we suspect that isn't the case for at least one of the area's more successful weeklies (ahem! have you seen our back pages?), we'll cede the point when it comes to the sort of advertisers who want to buy glossy ads or are hawking golf paraphernalia -- which is apparently a big piece of who Avid is targetting. Subscribers will get a golf passbook to connect them to select courses, Michel says.

We'd like to tell you a bit more about the content, but Avid isn't releasing an actual issue until its launch party, to be held in Bar Napoli in Clayton on Wednesday. So at that point, we suggest you start sniffing around newsstands or bar magazine racks in your 'hood. Especially, of course, if you're a dude with that certain refined St. Louis sensibility. 


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