360 West magazine hits Fort Worth scene

by Steve Smith of West and Clear

A recession — particularly one so deep that even Neiman-Marcus is struggling mightily — might seem like the worst time to launch a new glossy lifestyle magazine. Nonetheless, Fort Worth has a new one hitting newsstands in April — 360 West.

And if you’re wondering about the name, it comes from the idea that the magazine will be distributed to affluent households located west of Highway 360, so it’s not Fort Worth specific, but it is the product of two former Startlegrammers, Jerry Scott and Meda Kessler. Jerry was the S-T’s vice president of marketing for more than a decade and led the paper’s targeted publishing efforts since 2005. Meda is the former editor of the paper’s Indulge magazine. As a matter of full disclosure, I can’t say that I am completely objective about the magazine because Meda is a dear, old friend and colleague. She’s also one of the most talented designers I’ve ever known, and I’ve helped them out with a few little things for the magazine, so I hope they do well. Based on her past work, I expect it to be well-executed and have high-quality content. Even if a lux mag isn’t your thing, check out an issue. It might surprise you.

When I asked her why now for a magazine, she said, “Why the hell not?” And if they can make it through the toughest advertising climate in recent memory, there could be lots of upside when things come back around. One thing the magazine’s got that going for it in the first issue is a profile of Friend of West and Clear Darren Woods from the FW Opera. I’m looking forward to the read.

Jerry and Meda, congratulations and good luck!