Asset International to launch 'Philanthropy Management' magazine
By Sean Callahan
New York—Asset International, a b-to-b financial publisher, plans to launch a new quarterly print publication, Philanthropy Management, next month. The magazine, which will have an initial circulation of about 11,000, will cover investment opportunities and strategies for foundations, organizations and individuals engaged in philanthropy.
In addition to the magazine, the Philanthropy Management brand will also include a website at www.philanthropy-management.com, an email newsletter and an event slated for the second half of the year. In an interview, John Lee, managing director at Asset International, who is overseeing the launch, said he expects the first issue of Philanthropy Management to have eight ad pages. He also anticipates that the brand will be profitable in its first year.
With this new brand, Asset International will expand its advertising base to include wealth managers, Lee said. The launch is also a slight departure for Asset International, which has focused on acquisitions and on “cloning” regional products for introduction in different parts of the world. With Philanthropy Management, Asset International debuts a global brand from the start covering the U.S., Asia and the U.K.
Jim Casella, Asset International's chairman-CEO, said the company grew its revenue about 15% in 2011 over 2010—excluding acquisitions. Casella also emphasized that Asset International is still in the market for acquisitions in the financial arena.