Pilot to Launch New Magazine for Wilmington
The Pilot’s line of monthly arts and culture magazines will grow later this spring when it launches a new magazine in Wilmington.
Like the name implies, Salt magazine will reflect the coastal culture of Wilmington when it debuts in late May.
“My vision for this magazine is that it will be more visual without diminishing the great writing,” says Editor Jim Dodson, who serves in the same role for PineStraw magazine in Moore County and O.Henry magazine in Greensboro.
Salt, published monthly and offered free of charge, will feature Wilmington writers, photographers, people, places and events. Its tagline will be “The Art and Soul of Wilmington.”
The magazine has lined up noted North Carolina author and Wilmington resident Clyde Edgerton to write a monthly back-page essay for the magazine. On occasion, Edgerton’s work will also appear in PineStraw.
“The No. 1 rule is to produce a magazine that people love to read,” says Dodson, who is also The Pilot’s Sunday essayist and a five-time New York Times best-selling author. “If the writing is beautiful and compelling, they’ll be readers for life.”
Dodson says that while each magazine will have its own identity, they will share “the same DNA — great writing and great storytelling.”
“I’ve long believed that eastern North Carolina is underserved,” he says. “We’re unearthing great stories in Moore County and Greensboro, and we’re going to do the same in Wilmington.”
Dodson, who has lived in all three markets, notes that the Sandhills, Wilmington and Greensboro are dynamic communities, have complex social and cultural histories, vibrant arts communities and cultural institutions, and strong local identities.
“Each of these cities shares a powerful sense of place,” he says. “These magazines work because we find the writers who know these cities and want to tell their stories in an intimate and engaging way. Wilmington has so many great stories. Writing is the way to find a readership. If you do that, the advertisers will follow.”
David Woronoff, who publishes The Pilot and the magazines, chose Wilmington because it presents an opportunity for the company to grow its business.
“It’s a vibrant and growing market,” Woronoff says. “We feel that the arts, culture and history in Wilmington will be a good fit for the kind of magazine we like to produce. The people there love the salt life, and a magazine that celebrates that will resonate with them.”
Andie Rose, PineStraw’s founder and creative director, will design the magazine. Diane Keenan, former advertising director at the Wilmington Star News, will be director of sales. A full-time graphic designer will also be hired here.
Like PineStraw and O.Henry, Salt will also be designed in Southern Pines.
“The first issue will come in mid-May and we’ll distribute 18,000 copies,” Woronoff says.
Dodson says he “can’t wait to get going.”
“I’m just itching,” he says. “There’s a sense of playfulness with each magazine. We just have a lot of fun producing every issue.”
Contact Ted M. Natt Jr. at (910) 693-2474 or email@example.com.
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