John T. Elduff, whose Berwyn-based JTE Multimedia publishes Postgraduate Medicine, Physician and Sportsmedicine, and Hospital Practice magazines, is expanding from doctors' offices into their patients' waiting rooms with his big (it opens to 14" x 18"), bright, glossy new Colliers' magazine, crowded with articles attempting a range of contemporary and historical themes. Starting with the new issue adn its flag-waving front cover, Elduff plans to publish bimonthly.
The original Colliers, which published Hemingway, Fitzgerald, Upton Sinclair, and dozens more A-list writers and artists, expired in 1957, a victim of television, like its larger Philadelphia-based general-interest middlebrow rival, the Saturday Evening Post.
Elduff bought the old brand for just $2,000 at auction in 2010, and told me at the time he wanted to revive it (as an Indiana company has the Post) for an older-adult audience and his health-themed advertising base, packing it with diverse content to match Colliers' old mix of topical essays, fiction and muckraking journalism.
The resulting 46-page Special Relaunch Issue's full-page ads for Horsham-based Nutrisystem weight-loss meals, for fish-oil supplements, and for house publications don't come close to paying for the initial press run of 25,000. But Elduff's staff is busy pushing for bulk subscriptions to approach his target of 200,000 by mid-2013.
How's it read? It's not the New Yorker, or the National Review. My wife was charmed by Peter Lovenheim's pleasant thoughtful essay on neighborhoods. Newt Gingrich contributes a two-page primer on American values that includes a partisan dig at Obama's "big government health reform law" but mostly wouldn't be out of place in a mid-20th-Century civics textbook. Dr. Vonda Wright contributes a common-sense essay on aging and exercise; Dr. Robert Guthrie writes about statins, pro and con, providing a useful rundown to those who resist today's expensive prescription nostrums.
A three-page essay by lawyer-lobbyists Paul Lowell and Nathaniel Lacktman on Floida's recent Medicaid reform wonkishly lists a Greek-diner menu of government subsidy programs but leaves participants with no clear idea of whether they'll be paying more, or getting less, than before.