Recent Press on Divorce in Denver Magazine:

Denver Business Journal
Divorce mag outlasting some marriages

The Denver Business Journal - July 7, 2006
by Adam Goldstein

Inspiration can stem from unlikely sources.

For Cyndee Rae, it took the financially and emotionally draining experience of a divorce -- which led to an unlikely publishing success.

When her marriage of 17 years dissolved in 2002, the Centennial resident wrangled with the worst parts of the divorce process and its disorienting, painful effects.

"People think you get divorced and you're done, you go on," she said. "You absolutely lose control of your life. You're dealing with so much stuff on an emotional level; you've got all these appointments with attorneys and court dates, in addition to your normal life."

Two years later, the pain would prove inspirational. Talking with a fellow divorcee at her son's basketball game, Rae realized there were many others with similar experiences and needs.

"There was so much information I wish I would have known and so many questions I wish I would have had answers to," she said. "I figured that there might be a greater need than just me."

In 2004, Rae quit her job as a financial rep for Northwestern Mutual. She took out a $50,000 home equity line of credit and, with no prior publishing experience, started Divorce in Denver magazine, a bimonthly publication designed to be the resource she'd needed during her own crisis.

With articles and columns by experts ranging from family therapists to dating coaches, the magazine would address the entire divorce process, from start to finish.

Rae's concept earned doubt from some publishing industry pros.
"I had people [in the industry] tell me point blank I would fail and that I might as well call it 'Cancer' because no one was going to want to pick it up," she said.

Rae added "Moving Forward" as a subtitle, but stuck with the original title. She circulated 20,000 copies of the premiere issue, and has maintained that number as the magazine heads into its 11th issue.

After an appearance on WB2, the magazine was in the black by the second issue, Rae said -- an impressive achievement in an industry with a high mortality rate.

Editor and Publisher Rae, 42, attributed the magazine's success in part to the unique needs of her readers.

"I think there is a large segment of the population who has been neglected and underserved," she said. "And, that population is very sensitive and desperate for information and support."

The potential audience keeps growing (40,000 Coloradans opted for divorce in 2004,) and the revolving audience allows the writers to periodically re-examine the most important and consistent issues related to divorce.
Rae, a certified CPA with an M.B.A. degree in finance and accounting, also relies on her financial knowhow to make sure that the magazine stays profitable.

"I know how much we bring in, I know how much we're spending," she said. "Another reason we've been successful is I'm very concerned with keeping our expenses conservative. That's just part of the CPA experience."
Rae works out of her home in Centennial and keeps costs low by running a virtual company. The small staff is linked via computers, which cuts down on the overhead and allows the employees a great deal of flexibility.
Since its debut in 2004, the magazine has switched to a full color format and has incorporated more visual elements -- including illustrations, graphs and maps.

Rae has also augmented her initial advertising base, which at first consisted mostly of divorce attorneys, therapists and other specialists. She's experimented with different advertisers with mixed success. Although some advertisers, including a local wig merchant and a cosmetic dentist, pulled their ads for lack of response, Rae has found the feedback overwhelmingly positive.

"Most of the advertisers have been successful," she said. "We don't want to inundate readers with too many attorneys or therapists. We've been experimenting a lot, and it's frustrating for us to see advertisers come and go too quickly."

Many of the contributing writers -- attorneys, psychologists and other professionals -- do so for free, content with the exposure the magazine brings.

Laurie Cameron, a Denver divorce coach and regular contributor, sees the format as a unique way to reach a specific audience and to network with other professionals in the field.

"The exposure is wonderful; I can reach people I couldn't otherwise be able to," she said. "I also look for other professionals to contact, to reach more people. By contacting other authors in the magazine, I've definitely expanded my own network."

At $3.95 an issue, the magazine is sold in several Denver bookstores, including Tattered Cover, Barnes and Noble, and Waldenbook chain stores, while an individual subscription costs $16. In an effort to reach her target audience more directly, Rae also distributes issues directly to the offices of attorneys, licensed psychologists, financial planners, marital and family therapists, and social workers.

Dr. Robert LaCrosse writes a regular column for the magazine and specializes in high-conflict divorce. LaCrosse teaches post-divorce parenting workshops and uses the magazine as a tool to ease and inspire discussion among his students.

"You get a copy of the magazine handed to you as you register for a class," he said. "All the students bring up issues they find in the magazine. It helps first-timers through the process, and it's a lot cheaper than talking to your lawyer."

Though Rae plans to increase circulation to Colorado Springs and the Western Slope, she is committed to keeping the publication small. Despite offers to expand out of state and start a dating service, Rae focuses on her publication.

"I'm not sure what the offshoots will bring. Right now, I don't want to take the emphasis off the magazine," she said. "That's what we're focusing on. I don't want to get distracted by too many other things."

She is handling her magazine as she handled her divorce: one step at a time.


DDN
Magazine seeks to aid those going through divorce
By PETER MARCUS
- April 12, 2006

Divorce is tough and potentially expensive, but one Denver magazine editor is working to ease tension for those in the city facing the dubious process.

Divorce in Denver, a magazine created, edited and published by Denver resident Cyndee Rae, guides Denverites through the messy, complicated and stressful divorce process.

The 32-page magazine with a circulation of 20,000 is celebrating its second year of publication, continuing to pool the region’s top specialists to walk the state’s over 40,000 divorcees through the emotional, financial and social challenges involved in starting a new life.

“We’ve definitely hit a nerve in the community,” said Rae. “We hope to help those struggling with saving their marriages or determining it’s time to move on.”

Published six times a year, the magazine remains an independent publication thanks to community support, advertisers and, of course, the publications relevant and useful content.

Rae, after experiencing a painful divorce situation of her own, set out to become a divorce expert and help other men and women cope with the challenges, trauma and myths surrounding divorce and marriage separation.

Her own 17-year marriage ended in 2002, but rather than surrender to self-pity and wallowing, Rae decided to fight back, stand tall and launch Divorce in Denver.

“Nobody ever plans for their marriage to fail,” she continued. “There’s always hope, but for some it’s very difficult to leave a relationship, while others regret not divorcing sooner.”

The magazine’s most current issue features, “Avoiding ‘Damaged Goods’ Stigma,” “Emotional Baggage in New Relationships,” and “Avoiding Future Mismatches.”

“There are so many unknowns and uncertainties in the middle of any divorce,” explained Rae. “We hope to provide resources and support during a difficult and confusing process.”



Centennial Citizen
Breaking up is hard to do:
Publisher of 'Divorce in Denver' picks up the pieces

Cyndee Rae

Frustrated by a lack of resources for divorcing couples, Centennial’s Cyndee Rae started Divorce in Denver magazine last year. Detractors had told Rae that she might as well have called her magazine “Cancer,” though her advertising revenue doubled with her second issue.

03/31/2006
By:Peter Jones


A framed portrait of Cyndee Rae and her new husband, John, sits prominently in her home office. The smiling newlyweds greet anyone seated across the desk from Rae - a perpetual reminder that this Centennial woman is now happily married.

One thing is clear about Rae, a 40-something mother of two teenagers. Although she works out of her house, the small-business woman does not take her work home with her. Rae is publisher and editor of Divorce in Denver.

"I wish I would have had a magazine like this," the divorcee lamented from behind a happier photo. "I was in a situation where I had to constantly deal with it. There were so many questions that I had, so many new terms and people involved that I had never even heard of before. The sad part is you don't realize what you need until after the fact, and then it's too late."

Like the publishers of Playboy and Rolling Stone, Rae has founded a magazine that she, herself, had been wanting to read - a sort of guidebook through the trenches of legal separation.

"It was the hardest thing I've ever gone through," Rae said of her 2001 divorce. "I call it 'the fog.' I couldn't concentrate. I couldn't focus. There were just so many things rolling around in my head."

To get an idea, take a look at the table of contents.
In seven issues, Rae's bimonthly has touched on virtually every aspect of the divorce experience - from co-parenting plans and tax issues to pets, online dating and "sex with your ex."

Most important, the magazine has not divorced the mechanics of separation from the game plans of emotional recovery. That is why the publication is subtitled "Moving Forward."

"We want to be the go-to experts in Colorado," Rae said of Divorce in Denver's mission. "What we've tried to do is get the experts in town to work with us. By and large, they're grateful to do so."

Rae turns to professionals as varied as therapists, attorneys, accountants and even a dating coach. The magazine has married that expertise to the true stories of Denverites - well known and unknown - who are willing to share their experiences.
Last year, sportscaster Mike Nolan discussed lessons he learned in three marriages and divorces. He spoke candidly about his long-time alcohol addiction and the toll broadcasting took on his relationships.

"I think a lot of it was I never really worked at it," Nolan told a Divorce in Denver reporter. "...I come from a Catholic background, where if you get married, you get married for life. That's the toughest part, other than the kids. It's a failure."
For another 2005 issue, Arapahoe County Clerk Nancy Doty contributed a first-person essay about her divorce.

"I was prepared to lose my husband," she wrote, "but when I lost the closeness and love of my two children, I was devastated. The only thing I ever wanted to be was a wife and mother."

Illustrated by such tales of survival is a challenge faced by the magazine. While primers on dividing retirement plans have their short-term utility, most readers do not turn divorce recovery into a lifestyle choice. At some point, subscribing to Divorce in Denver makes as much sense as taking TV Guide on a backpacking trip.
As Rae views it, her magazine is a bit like a movie - the kind a person can catch up with, regardless of where he or she walks in.

"We want to take them from whatever place they are," she said. "Whether they're facing a divorce or they're thinking about it - to the people who are in the middle of it - to the end. The one thing we have going for us - fortunately or unfortunately - is there is a constant influx of new readers."

In 2004, 40,000 Coloradans ended their marriages.
As Tammy Wynette spelled-out in one of her hits, divorce is no honeymoon - attorneys, the kids, moving, splitting assets, splitting friends - while emotional baggage is packed, reshuffled and thrown back on the double bed again. What Rae needed was a good attorney, a shoulder to cry on, and a magazine like Divorce in Denver.

She says she was forced by the courts to declare a fictitious income because of her education level, even though she had been a stay-at-home mom for 14 years. As Rae puts it, the MBA recipient had left her marriage, pushing 40 with no professional experience.

Two years later, she had an epiphany - a "voice" told her to quit her job, marry John and start a magazine called Divorce in Denver.
Despite dire warnings and no publishing background, Rae was undeterred. She took out a $50,000 line of credit on her house and held on to her dream - and her "gloomy" magazine title. Some detractors had told her that she might as well name her publication "Cancer" as doom its future as Divorce in Denver.
"No other name fit," the businesswoman said.

In the end, Rae defiantly took the same calculated risk on her magazine that she had taken on her decision to divorce her first husband. "When anyone tells me I can't do something, it makes me really want to do it," she said.

Divorce in Denver is sold by subscription and at Borders Books and Barnes & Noble stores across Colorado. Advertising revenue doubled with the second issue, according to the publisher. She has even toyed with the idea of taking the magazine nationally.

Rae is not just the publisher of Divorce in Denver - she is also a reader, and one who is still working her way through the legal and emotional issues that come with the end of any marriage.

"In the next couple of issues, I'm going to really cut to the chase in my letters from the editor," Rae said, noting that she has recently extended her ex-husband's complimentary subscription. "My son told me, 'Mom, I don't think Dad wants to get that magazine anymore.' I said, 'Well, he'll have to call me and cancel.'"





Penny Parker:
Breakin' up is hard to do, but magazine accentuates positives
January 5, 2005


Divorce stinks.
Anyone who's gone through the breakup of a marriage knows that. And few of us can get past the bitterness, take the proverbial lemons and make lemonade.

But Denverite Cyndee Rae, whose 17-year marriage ended three years ago, has pushed through the pain to produce a positive publication to help others going through the same sad situation.

Divorce in Denver is hot off the presses, featuring three-time divorced cover boy Mike Nolan. Other articles in the every-other-month mag include "sex with your ex" (OK, ick), Denver's top divorce attorneys, financial resources and tips from a dating coach.

Rae quit her job in insurance sales to start the magazine. She took out a $25,000 home-equity line of credit to fund the startup.

" Having gone through a divorce three years ago, at that time there was nobody around for me, familywise, who had gone through divorce," Rae said. "It was not a fun divorce, not that any of them are, but I needed a lot of support, resources and help with the kids. There are so many unknowns and things that are uncertain when you're in the middle of this."

The magazine's inaugural issue is available for $3.95 at the Tattered Cover Book Store. To subscribe, visit www.divorceindenver.com.

" I just want this magazine to give people hope," Rae said. "When you're in the middle of it, you can't see the end, but there's hope for a bright future."




New local magazine offers advice and support for divorcees written by: Bazi Kanani (9NEWS Anchor/Reporter)
DENVER - A magazine that hit the racks at Tattered Cover bookstores this week is evidence of a disturbing trend to some, but a surprise to few. Given the prevalence of divorce these days, readers at the Tattered Cover said it makes sense. The magazine is called Divorce in Denver.

It was created by a former stay-at-home mom in Centennial. Cyndee Rae works now works full-time in her home office as editor and publisher of the magazine. She divorced after 17 years of marriage. "I don't like divorce. It's messy. It's ugly. It's a horrible thing."

She decided to create the magazine to give advice and support to the people that must go through divorce. "If anybody can avoid it, I hope they will. But for those 50 percent of the population that find themselves in that situation, here's some help for them to get through it."




Bill Husted
Divorce mag a happy union with readers
June 15, 2005

Divorce - Denver Style.

That's what Divorce In Denver magazine is all about. Now in its third issue, the 'zine has been selling more than 20,000 copies with each outing. There's a lotta hurt out there.

Former TV sports anchor Mike Nolan graced the premiere issue. Models posed in bed for the second issue for a story titled "Sex with Your Ex." Mag founder/editor Cyndee Rae poses with her dog on the current issue for the tale "Pets & Divorce." The next issue, due out in July, has KYGO jock and comedian Steve "Mudflap" McGrew on the cover.

"We have exciting covers that don't have to be high-profile," says Rae. "We're doing stories on a private investigator and 'When Grandma Gets Divorced."'

When Rae started the mag, people told her she was crazy. That was in January - and the magazine is already in the black.

Divorce is important. Like my mother said: "A good divorce is more important than a good marriage. It lasts longer."

 

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