Aspen’s crowded magazine market will add a new member this month, with the publisher of Purist promising it will offer something different.
The magazine, first published on Memorial Day weekend, plans on issuing its winter edition with an Aspen slant (along with its usual New York-Hamptons-Los Angeles focus) this month.
Founder and editor Cristina Cuomo is not a newcomer to the upper valley, having visited Aspen with her family, as well as Jackson Hole, Wyo., as a young skier.
She said the upcoming edition with Aspen “circles back to the trajectory of the wellness experience, from the oceans to the mountains. Aspen made a logical connection.”
In one local angle, Purist has an article about marijuana, Cuomo said.
“We’re thinking about cannabis on skin: It does have holistic healing benefits,” she said.
But the magazine goes beyond weed-on-skin lotions and notions. Cuomo said the publication is tackling significant issues, including those raised at the Aspen Ideas Festival, such as environmental, financial and cyber-security concerns.
The aim is “to figure out what is real and what is a trend,” Cuomo said.
That name? She’s married to CNN anchor Chris Cuomo, brother of New York’s governor, Andrew.
As such, Cristina Cuomo has not had trouble finding big names for her magazine. Cover issues so far have included model Carolyn Murphy and actress Naomi Watts, and content that has included a question-and-answer session with former Aspen Institute president Walter Isaacson — “I’m fascinated by him,” Cuomo said — former New York City mayor Michael Bloomberg on mentorship; Jerry Seinfeld; and former NFL star Michael Strahan.
Cuomo said the target audience in Aspen is both the affluent and their caretakers. Purist is “doing something so different,” employing a distribution model with a targeted mailing list, she said. The aim is to reach caretakers of second homes, people who stock residences and check the mail, so owners or renters arriving in Fat City are alerted to things like transcendental-meditation offerings.
“We want to hit them when they reach [Aspen] and make it fun,” Cuomo said.