Will Hearst III, the onetime editor and publisher of the San Francisco Examiner, is self-funding a magazine for California — to be called The Journal of Alta California.
“It’s not a Hearst publication — it’s a Will Hearst publication,” said the grandson of the legendary Hearst founder William Randolph Hearst. Will spent a decade working outside the family business with the venture capital firm Kleiner Perkins Caufield & Byers, and even worked briefly for Jann Wenner in the 1970s on the launch of Outside.
He said his ambitions are modest: to create a quarterly with the erudite approach of the New Yorker or the Paris Review or the New York Review of Books — but with a California sensibility. TJAC will cover arts, culture, politics, lifestyle and history — all with a West Coast twist.
“I’d like us to get to about 100,000 readers paying $5 to $10 for a subscription,” he said. The first issue hits newsstands on Oct. 1 with Santa Monica-based architect Frank Gehry on the cover.
It will carry a cover price of $5.99.
While Hearst is listed as the editor and publisher, he said he’s hired Mark Potts, a veteran of the Washington Post, as managing editor, and John Goecke, a protégé of Roger Black, as the art director.
“We’ll have a Web site, but we’re not an internet company,” he said. “We’re a publication. I’m trying to create a community.”