MAKING THE SCENE: Jared Kushner’s controlled-circulation magazine, Scene, will debut on March 1, with Elettra Weidemann on the cover. The monthly style and society title is helmed by publisher and chief executive officer Julie Dannenberg, editor in chief Peter Davis and creative director Cricket Burns, all of whom defected from Avenue magazine in December.

The first issue is still being finished, but Dannenberg expects it to come in at 124 total pages, with a 60-to-40 editorial-ad ratio. Giorgio Armani has taken the back cover, and there are inside ads from jewelers Graff, Marina B. and Seaman Schepps. Real estate is well represented by Corcoran Sunshine, Douglas Elliman and Sotheby’s, among others. “Fashion has been a bit slower, as they tend to want to see the finished product first,” said Dannenberg.

This story first appeared in the February 7, 2012 issue of WWD. Subscribe Today.

Scene will publish 12 issues a year, with a circulation of 45,000 distributed to high-income buildings around Manhattan, plus an additional 5,000 on newsstands.

The first issue includes an investigative piece on John Galliano post-Dior and tracks the designer to the South of France; a semifictionalized account of Davis’ days growing up on the private school circuit in New York, which will be serialized monthly; a fashion shoot by stylist June Ambrose, and a dissection of Manhattan’s newest hot spot, Le Baron.

Contributors to Scene include Kristian Laliberte, Tom Sykes, Hannah Bronfman, Lorenzo Martone, Arden Wohl, Luigi Tadini and Euan and Lucy Sykes Rellie. The magazine has taken up residence in Kushner’s New York Observer offices, but the two titles operate independently. Kushner owns a majority stake, while Dannenberg has a substantial minority stake and Davis and Burns have smaller minority stakes.

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