“We decided a year ago to start testing, doing more magazines outside of Richmond,” Malkman says. The expansion was originally planned for last fall, he says, but was postponed after Sept. 11 depressed the publishing industry. Two months ago, Malkman decided it was time to stop testing and start printing.

Although the magazine bills itself as “Everything Richmond. Every Month,” it’s no stretch to sell to out-of-towners, Malkman says. In fact, he says, the expansion was prompted by demand.

Often, he says, the office receives calls from people outside Richmond who had read it while traveling, visiting friends’ houses or waiting in doctors’ offices. Instead of telling them their only option was to buy a subscription, Malkman says, he wanted to be able to advise, “Why don’t you go to Harris Teeter on Laskin Road [in Virginia Beach] and buy it?”

Once Richmond Magazine becomes widely available, Malkman says, Virginians may try picking it up as a cultural guide because it’s closer to home than generalized publications like Southern Living. In addition to its city coverage, Richmond Magazine includes travel features almost every month and frequent statewide guides to such things as education, politics and the arts.

The increased circulation will not affect advertising rates, Malkman says. He’s confident that subscription numbers will soon increase as new browsers discover the magazine and get hooked.

“Everybody has gone through Richmond sooner or later,” Malkman says. “This is the time to bring them back.”

A new statewide magazine, Virginia Living, will be launched in November by Richmond-based company Cape Fear Publishing. — M.S.S.