O'Dwyers
July 13, 2005

EDITOR FROWNS ON PUBLICITY PITCHES
BY JERRY WALKER

Bee Magazine, a new business magazine for women, which will debut in October, will be a tough sell for publicists.

Ana Maria Castronovo, editor-in-chief of the Dallas-based magazine, said Bee will cover issues that "have not been created in a publicist's office."

Castronova said the magazine will discuss issues like "how we can achieve our goals of being financially secure; finding a job that we love; learning more about the global world we live in; and discussing our lifestyles (the way we live, not the way we decorate!)."

"As workers, but above all as mothers and daughters, as friends, and as wives and girlfriends, women like to spend as much of our free time as possible with loved ones and on fulfilling endeavors," she said.

"When we do find time to glimpse at the issues of the day, the last thing we want is to sift through spin," said Catronovo, who joined Bee from Dallas-based lifestyle publications The Advocate/Home & Heritage magazine."

Lori Rosen, whose New York-based PR firm -- The Rosen Group -- is handling publicity for Bee, has described the magazine as "a blend of Smart Money, Newsweek and Marie Claire.

"Bee will cover everything that women with packed agendas seek: personal finance, politics, lifestyle and beauty," said Rosen.

Bee is the brainchild of Celine Gumbiner, a 24-year-old native of Monaco, who graduated from Southern Methodist Univ. in Dallas.

Gumbiner said she searched unsuccessfully for a magazine that spoke to her as a young, female professional.

"Newsstands are devoid of magazines addressing topics necessary for women in a modern world," said Gumbiner, now CEO of Bee's publisher, Femme Publications LLP.

"Today women have very different interests encompassing all areas of life -- Bee is for the busy, curious, fun and savvy woman," said Gumbiner.

The projected Bee reader will be an active woman -- either at home or in the office -- between the ages of 25-45. She has a college degree and earns about $ 55,000.

The magazine will sell for $ 5.95 at major retailers around the U.S. Total circulation is 100,000, increasing to 200,000 by the end of year four. The frequency will be quarterly initially, with plans to become bimonthly in 2006 and monthly in 2007.

Regular contributors include Lynnette Khalfani, author of "Zero Debt: The Ultimate Guide to Financial Freedom"; Laura Shin, a contributer to the Wall Street Journal and the New York Times, and Ann Marlowe, a lifestyle writer and author of "How to Stop Time: Heroin from A to Z."

Bee's offices are located at 3710 Rawlins Ave., suite 1500, Dallas, Tex. 75219. 214/528-5588.