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New Gambling Publication Takes a CHANCE

Keep an eye out for a new gaming publication to hit the stands soon. Called Chance, the Best of Gaming, this quarterly to expected to be launched June 3. Chance will be quarterly during 1997, with the second issue out in September. Six issues are planned for '98. Editor in Chief Anthony Reilly is the son of K-III Communications' CEO William F. Reilly.

According to Advertising Age, the first issue's advertisers include the soon-to-open Trump Marina casino and resort in Atlantic City, N.J.; Grand Holiday Casino & Resort in Aruba; Las Vegas' Rio, Imperial Palace, Monte Carlo and New York, New York casinos; and Gold Strike Casino Resort in Mississippi. Mississippi's Harrison County Tourism Commission also has two ad pages.

Not to be left out among the other vices, liquor and tobacco have an ad presence with Schieffelin & Somerset Co.'s Tanqueray and Grand Marnier, as well as several cigar companies, including General Cigar Co. for Partagas and Consolidated Cigar Co. for Don Diego.

A spokesman said that the 50,000 newsstand copies will appear in the top 25 "casino feeder" markets including New York, Philadelphia, Los Angeles, Phoenix and Denver. Another 25,000 copies will have bulk distribution through sports gaming outlets, and some 25,000 select consumers are being mailed copies, in hopes of converting them to subscribers.

Chance is focusing on players in the 25-44 age bracket, Anthony Reilly said.

Sounds like the content and target market is similar to another new print 'zine featured in RGT OnLine a few months back. Milton, backed by Milton Berle and family, debuted this spring and is edited by Mr. Berle's daughter, Susan Moll. As the proud owner of a Milton T-shirt, it's easy to garner smiles when others read that magazine's motto: "We drink, we smoke, we gamble...."

-Editor Sue Schneider

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