Sloane Citron

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Sloane Citron
Sloane Citron.jpg
Born (1956-02-20)February 20, 1956
Residence Menlo Park, California
Nationality American
Education Phillips Academy
Alma mater Claremont McKenna College
Occupation Publisher
Years active 30+ years
Employer 18 Media

Sloane Citron (born 1956) is an American publisher based in Menlo Park, California, who publishes the Gentry lifestyle magazines directed at affluent readers in the San Francisco Bay Area.[1] In addition, he is a writer and has contributed one essay each month for the past twenty years.


In the early 1980s, Citron was general manager of Miami magazine and South Florida Home & Garden. In 1985, he founded Westar Media in Redwood City, California.[2] His first magazine Peninsula was an upscale monthly similar to New York Magazine[3] focused on the San Francisco suburbs in San Mateo and Santa Clara counties. He founded other magazines including Northern California Home & Garden and Southern California Home & Garden; the firm owned six magazines at one point.[4] He bought Practical Homeowner magazine from ABC Publishing in 1989 and moved its headquarters to California.[5] He sold Westar Media in 1993.

In the early 1990s, he launched the firm 18 Media with journalist and business partner Elsie Floriani.[6][7] He departed from the paid magazine subscription model by introducing a circulation model described as saturation delivery:.[8] This new magazine, titled Gentry, featured high production values, and was sent to every home in the highly affluent Silicon Valley cities of Atherton, Palo Alto, Menlo Park and Woodside. The distribution approach was successful, and has been adopted by other regional publishers. I

The magazines cover such topics as interior design, cooking,[9] parenting,[10] real estate, and other subjects of interest to upscale readers and typically feature four-color pictures of "beautiful interiors, rugs, appliances and real estate," according to one report.[1] Gentry magazine achieved profitability after two years[1] due to a skeletal staff,and the elimination of the circulation and production departments.[1] When a local paper criticized the publication for being "elitist",[1] it generated rebuttals from Floriani[11] and others.[12] One report suggested the magazine's circulation was 30,000, with 26,000 copies mailed to upper-crust Bay Area homes, and 4,000 copies were sold at newsstands or distributed elsewhere.[13] In 2004, Citron sold California Home & Design to another San Francisco publisher.[13]

Experimenting with different formats[edit]

During his career, Citron has experimented with different projects targeted towards different readerships, with varying success. In the mid-1990s, he launched California Home & Garden which achieved profitability, and in the late 1990s, he started California Estates & Properties; both properties were sold to Hartle Media in San Francisco in 2004, later becoming California Home+Design. In the late 1990s, he started a project called Click Weekly to cover lifestyles of Silicon Valley's high-tech industry.[14] The original version began as a newspaper but was changed into a magazine format.[15][16] In 2006, Citron and Floriani started CAFE aimed at the younger demographic of wealthy young professionals between 25 and 40 who worked in the computer industry.[17] The 82-page publication was distributed free in coffee shops and bookstores, as well as cafeterias in selected high-tech firms.[17] The years from 2008 to 2010 were difficult for publishers in terms of finding sufficient advertising revenue. In 2010, he started The Daily WAMP as a Monday through Friday print-only newspaper to cover local happenings; Citron used an experimental strategy of recruiting residents as "deputy reporters" via the paper's website which served as a "virtual office".[18] It was offered without charge at numerous locations, but was discontinued in 2010.[14][19][20]

Personal life[edit]

Citron is married to the artist Judith Citron. They have four children and live in Menlo Park, California.


  1. ^ a b c d e Diane Sussman (Feb 15, 1995). "Gentry: rank has its linage -- The latest in a long line of Peninsula magazines weathers charges of elitism to celebrate its second anniversary". Palo Alto Online. Retrieved 2012-03-21. 
  2. ^ Regional Interest Magazines of the United States. Greenwood Publishing Group. Page 255. Sam G. Riley, Gary W. Selnow. 1991
  3. ^ John Gabree (February 5, 1988). "New Ms. Has a Few New Twists". Los Angeles Times. Retrieved 2012-03-21. 
  4. ^ George Lazarus (October 18, 1991). "Magazine`s New Home Out West". Chicago Tribune. Retrieved 2012-03-21. 
  5. ^ Chicago Tribune, October 18, 1991
  6. ^ "Jennifer Montana's launch party". San Francisco Chronicle. 2012-03-21. Retrieved 2012-03-21. 
  7. ^ Moanalani Jeffrey (November 26, 2011). "The Next Bag Thing: The Fall Tiffany Leather Collection From Lambertson & Truex". San Francisco Examiner. "...Tiffany & Co. Vice-President, Tom Carroll welcomed guests along with Co-Hosts, Elsie Floriani and Stefanie Lingle of Gentry Magazine...." 
  8. ^ Folio Magazine. June 1, 1993. ... The idea is to saturate very affluent communities in very targeted areas, Citron says....
  9. ^ "Jessica Goldman: SF Healthy Foods Examiner". San Francisco Examiner. 2012-03-21. 
  10. ^ "Tiffany Carboni: SF Motherhood Examiner". San Francisco Examiner. 2012-03-21. "... Tiffany Carboni ... she was the senior editor of California Home & Design and Gentry Magazine ..." 
  11. ^ Elsie M. Floriani (Mar 15, 1995). "Letters to the Editor". Palo Alto Online. Retrieved 2012-03-21. 
  12. ^ Cassius L. Kirk Jr. (Mar 1, 1995). "Enjoying the good life (letter to the editor)". Palo Alto Online. Retrieved 2012-03-21. 
  13. ^ a b Jane Knoerle (December 1, 2004). "Elsie Floriani puts thoughts on life between hard covers". The Almanac. Retrieved 2012-03-21. 
  14. ^ a b MARK SIMON (August 28, 1999). "Weekly Tries To `Click' in Silicon Valley: Newspaper venture looks to `capture excitement' of region". San Francisco Chronicle. Retrieved 2012-03-21. 
  15. ^ MARK SIMON (November 27, 1999). "CLICK ON, CLICK OFF, CLICK ON". San Francisco Chronicle. Retrieved 2012-03-21. 
  16. ^ Jennifer Kavanaugh (Nov 24, 1999). "Covering Silicon Valley with a Click: Weekly newspaper morphs into glossy magazine". Palo Alto Online. Retrieved 2012-03-21. 
  17. ^ a b Sean Howell (August 2, 2006). "Business: Gentry publishers launch magazine for a 'younger demographic'". The Almanac. Retrieved 2012-03-21. 
  18. ^ Sandy Brundage (August 11, 2010). "Publisher Sloane Citron to start local newspaper". The Almanac. Retrieved 2012-03-21. 
  19. ^ Sandy Brundage (August 25, 2010). "The WAMP goes weekly". The Almanac. Retrieved 2012-03-21. 
  20. ^ Editorial staff (November 24, 2010). "Menlo briefs". The Almanac. Retrieved 2012-03-21. 

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