Razor Magazine Sees Success At Expense of Larger Rivals

"Media buyers are realizing that they can take a huge chunk of their budget for one page, one month, and get a diluted audience--or they can get into six other books that deliver that guy they are trying to reach," said Razor Publisher and Editor in Chief Richard Botto.

Razor has seen growth rates of 130 percent bringing on new advertisers such as Ford and BMW while larger laddie books like Maxim which saw a 16 percent drop in newsstand sales through June and an 11 percent drop in ad pages through September.

Botto says there's a big misconception about the current generation of men and that is, while they still enjoy pictures of hot models, they enjoy reading just as much. Razor provides for that with intelligent editorial and investigative pieces such as its recent story on the White House transition from Clinton to Bush.