min magazine's Hottest Launches 2007
Samir Husni

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Let me assure you of something I learned a long time ago: No one has the formula for success. The reason I say so is to immediately stop any speculation that any of these consumer magazines selected for the 15 Hottest Launches for the period of October 1, 2006, to September 1, 2007, is guaranteed success—or even survival. When I select a magazine as a hot launch for min, it’s more of a medal of honor to celebrate that moment when all the different ingredients for a magazine are perfectly blended and brought to fruition. A hot launch is all in the conception—the three Vs that I look for in a magazine: vision, values and voice. These elements of a magazine are what deserve the honors and awards.

In addition to the 15 Hottest Launches, I also wanted to highlight two new and noteworthy categories: Hottest Reinventions, which celebrates two magazines that revamped their looks to become even more relevant to modern readers; and Hottest Digital Launches, in honor of two titles that braved the Wild West of the World Wide Web to deliver innovative magazine concepts online.

From a field of over 700 consumer titles, my staff and I looked went through a process similar to that of creating cream from a vat of whole milk. The first cut was easy: All magazines that did not publish at least quarterly were excluded. Next came the second cut: All magazines that have come and gone were excluded. And the third and final cut (the hardest cut of all) was the impact the launch had on its specific category. We asked ourselves: Did this add to the body of knowledge? Did it create a new field of knowledge? And, last but not least: Would we be crazy or out of touch if we didn’t include it?
— Samir Husni, Journalism Department Chair, University of Mississippi
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