- The Washington Times - Thursday, September 23, 2004

Maybe Donald J. Trump should adopt a new catchphrase:

“You’re published.”

The New York real estate and casino mogul and star of NBC’s “The Apprentice” is lending his name to Trump World, a slick magazine expected to reach newsstands Thursday.

The bimonthly publication will be aimed at two groups of people: Those who are wealthy and those who want to be, said Michael Jacobson, its editor and publisher.

Articles on food, wine, travel, real estate and business will be featured regularly, he said.

“It will be about luxury living, but it will also be about having fun. It will be about living and playing Trump,” Mr. Jacobson said, who used Mr. Trump’s surname as an adverb frequently during an interview.

About 200,000 copies of the first edition will be published. It will feature about 60 pages of articles and 50 pages of advertisements.

The price tag: $5.95.

Mr. Trump will not be featured on the cover of each issue of the magazine a la Oprah Winfrey, who appears on each issue of O magazine.

“The Donald,” as the New York tabloids refer to Mr. Trump, wants to keep a lower profile, Mr. Jacobson said.

A trial issue tested in some of Mr. Trump’s hotels featured model Caprice Bourret. The cast of “The Apprentice” will appear on the cover of the first national edition.

Trump World’s introduction comes after a disappointing summer for its namesake.

On Tuesday, Mr. Trump complained to the television series “Access Hollywood” that he was “robbed” because “The Apprentice” lost the Emmy Award for best reality/competition program to CBS’ “The Amazing Race” two days earlier.

Ratings for “The Apprentice” — the program that made Mr. Trump’s “You’re fired” slogan part of the national lexicon — have been down since it returned for its second season Sept. 9.

Trump Hotels & Casinos Inc. — burdened with $1.8 billion in debt — announced plans in August to reorganize under Chapter 11 bankruptcy. Mr. Trump has said he will step down as the company’s chief executive but remain its chairman.

Late Wednesday, Trump Hotels announced it had terminated discussions with DLJ Merchant Banking Partners after the investment bank’s proposed bailout fell through.

Mr. Trump’s net worth is $2.5 billion, making him the world’s 205th richest man, according to Forbes magazine.

Some people might be getting tired of Mr. Trump, but he is still popular, said Samir A. Husni, a University of Mississippi journalism professor who studies the magazine industry.

“If now is not a good time for him to start a magazine, I don’t know when is,” he said.

Trump World will compete with Robb Report, Dupont Registry, Player Magazine and other titles geared toward the affluent. Each one has a circulation of roughly 100,000, Mr. Husni said.

Mr. Trump was unavailable for comment, a spokeswoman said.

It is to be seen whether the Trump name alone can support a magazine, said Mark M. Edmiston, managing director of AdMedia Partners Inc., an investment banking firm in New York that focuses on media.

Miss Winfrey and Martha Stewart have also had magazines named after them, but they each had “personal philosophies” that drew legions of fans, he said. Miss Winfrey, for example, preaches about spirituality and self-improvement.

“Trump’s more than just a brand, but I find it hard to believe that people who are wealthy want to show off Trump World on their coffee table,” Mr. Edmiston said.

Mr. Trump will be consulted on the magazine’s content, but Mr. Jacobson said the final editorial decisions will rest with him and his staff, which includes veterans from TV Guide, Seventeen, Spy, Psychology Today and the New York Times.

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