Starbucks Coffee Company and Time Inc. Announce New Joint Publishing Agreement
Posted on February 8, 1999Starbucks Coffee Company and Time Inc.'s custom publishing division have announced a joint publishing agreement under which they will create a new magazine called Joe. The venture marks Starbucks debut into publishing and will reflect the thought-provoking conversations of the coffeehouse tradition.
The first issue of Joe will be sold and exclusively distributed in most of Starbucks more than 1,800 retail stores across North America in June 1999. Two more issues are scheduled to appear later this year. The magazine will contain advertising, and selected excerpts from Joe will appear on Starbucks.com.
"The coffeehouse has always been at the center of conversation, community and culture," said Howard Schultz, Starbucks Chairman and CEO. "With Joe, we want to encourage those traditions and re-invent them for today. In the process, we hope to give Starbucks customers the same rich and satisfying experience with the magazine that they've come to expect from our coffee."
Inspired by the idea of coffeehouse culture itself, Joe will be targeted to readers of varied interests who enjoy books, film, art, opinion, travel and popular culture. Scott Mowbray, managing editor of Time Inc.'s custom publishing division, will be managing editor of Joe. Steven Henry Madoff will be executive editor and Lloyd Ziff will be creative director.