"We think this side of the market is at a tipping point with lots of growth happening and more to come, " said publisher Jerry Scott. "Consumers and advertisers are looking for an option, and we thought the timing was right despite the economy."
Scott described 360 West as "sort of a guide to the good life. We write about food, fashion and art. We're after a specific niche of consumers, and that is affluence, " he told NBCDFW.
Scott said 360 West reaches those affluent households through a database that helps control distribution. There's also a digital edition online.
Scott, a former executive with the Star-Telegram, teamed with Meda Kessler, former editor of the Star-Telegram's INDULGE, to launch the magazine. They bring years of experience and contacts to the new venture.
Longtime friends or associates like Fort Worth mayor Mike Moncrief andCoors Distributing Company of Fort Worth President Larry Anfin were among the 500 people who celebrated the magazine's first publication.
The 96-page April edition includes a feature on the Fort Worth Opera, a couple who left the suburbs for the city and a trio of culinary stars proud to be bald. Among them is the man who hosted Thursday night's party -- Adam Jones, the owner of Grace.