{"id":112697,"date":"2015-05-06T20:38:30","date_gmt":"2015-05-07T02:38:30","guid":{"rendered":"https:\/\/dh.durangoherald.com\/tj\/may-the-texan-influx-begin-2\/"},"modified":"2015-05-06T20:38:30","modified_gmt":"2015-05-07T02:38:30","slug":"may-the-texan-influx-begin-2","status":"publish","type":"post","link":"https:\/\/dh.durangoherald.com\/tj\/may-the-texan-influx-begin-2\/","title":{"rendered":"May the Texan influx … begin"},"content":{"rendered":"\n

\"Dorado,
Dorado, a Southwest-lifestyle magazine that is focusing initially on Texas distribution, will debut this week Ballantine Communications Inc. with a circulation of 50,000 copies.<\/span>Ballantine Communications Inc.<\/span><\/figcaption><\/figure>\n<\/p>

Ballantine Communications Inc. this week is releasing the debut issue of Dorado, a Southwest-lifestyle magazine that is focusing initially on Texas distribution.<\/p>\n

With a circulation of 50,000 copies, Dorado will hit mailboxes in upscale ZIP codes in the Austin, Dallas and Houston areas this week, along with distribution to Barnes & Noble and grocery chains Whole Foods and Sprouts. The magazine is also available in airports serving the three Texas cities.<\/p>\n

BCI, parent company of The Durango Herald, has pursued additional revenue streams outside its traditional businesses under chief executive Doug Bennett. Dorado aims to interest Texas residents who have an affinity for traveling in the Southwest.<\/p>\n

\u201cWe want to be all about what\u2019s going on in the Southwest from an aspirational standpoint,\u201d Bennett said.<\/p>\n

The May\/June issue has features on contemporary Navajo textiles, kayaking and climbing at Watson Lake in northern Arizona and home design in Telluride. The glossy, full-color magazine runs 80 pages.<\/p>\n

\u201cIf you\u2019re sitting in your office in Dallas, Texas, it makes it feel like you\u2019re almost there,\u201d Bennett said.<\/p>\n

An annual subscription for six issues is $17.99. Single copies are $5.99. Dorado\u2019s website \u2013 doradomagazine.com \u2013 is responsive to mobile devices. New content is added daily.<\/p>\n

\u201cIt\u2019s a full-blown package,\u201d Bennett said. \u201cIt\u2019s not just a print product; it\u2019s not just a digital product.\u201d<\/p>\n

The magazine \u2013 whose tagline is \u201cRefined living, Big adventures\u201d \u2013 is a mix of luxury and outdoorsy lifestyles. The front cover shows a hiker descending into Arches National Park, while the rear cover is a full-page ad for a Santa Fe jeweler.<\/p>\n

\u201cOur guess was people who like high-level living in the Southwest also like all the outdoor activities,\u201d said Chad Rose, publisher and senior vice president.<\/p>\n

Bennett said he admires magazines such as Garden & Gun and Texas Monthly.<\/p>\n

Not all types of print publications are in decline, said Rose: \u201cMagazines that are about people\u2019s passions and something they\u2019re extremely interested in are doing very well. So are regional magazines, and we think we have both.\u201d<\/p>\n

Dorado will not immediately be available in Durango. It\u2019s not intended as a local guide, Bennett said. Expect to read a lot about Southwest locales such as Moab, Utah; Sedona and Flagstaff, Arizona; and Santa Fe and Taos, New Mexico.<\/p>\n

\u201cIt\u2019s about our region,\u201d Bennett said. \u201cIt\u2019s not about Durango, it\u2019s not about the Four Corners. It\u2019s about the whole Southwest region.\u201d<\/p>\n

Editor-in-chief Jeff Ficker in based in Phoenix. The magazine is printed by Quad\/Graphics in Milwaukee.<\/p>\n

Bennett hopes to expand distribution to California and the Midwest.<\/p>\n

The first six issues will arrive in certain Texas mailboxes unsolicited. After a year, residents must subscribe to continue receiving Dorado.<\/p>\n

\u201cI\u2019ve been really, really pleased with the excitement when people see it,\u201d Bennett said. \u201cThey say, \u2018Wow, this is a high-quality magazine and website.'\u201d<\/p>\n

cslothower@durangoherald.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Southwest lifestyle publication is company’s latest venture<\/p>\n","protected":false},"author":1,"featured_media":112698,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6364],"tags":[188,624,810],"naviga_topic":[],"class_list":["post-112697","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ds-living","tag-dolores-star","tag-lifestyle-and-leisure","tag-tourism-recreation"],"acf":[],"author_name":"dh_admin","_links":{"self":[{"href":"https:\/\/dh.durangoherald.com\/tj\/wp-json\/wp\/v2\/posts\/112697","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dh.durangoherald.com\/tj\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dh.durangoherald.com\/tj\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dh.durangoherald.com\/tj\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dh.durangoherald.com\/tj\/wp-json\/wp\/v2\/comments?post=112697"}],"version-history":[{"count":0,"href":"https:\/\/dh.durangoherald.com\/tj\/wp-json\/wp\/v2\/posts\/112697\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dh.durangoherald.com\/tj\/wp-json\/wp\/v2\/media\/112698"}],"wp:attachment":[{"href":"https:\/\/dh.durangoherald.com\/tj\/wp-json\/wp\/v2\/media?parent=112697"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dh.durangoherald.com\/tj\/wp-json\/wp\/v2\/categories?post=112697"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dh.durangoherald.com\/tj\/wp-json\/wp\/v2\/tags?post=112697"},{"taxonomy":"naviga_topic","embeddable":true,"href":"https:\/\/dh.durangoherald.com\/tj\/wp-json\/wp\/v2\/naviga_topic?post=112697"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}