MakeShift. Roughly 30 employees at Shift magazine have agreed to take a 35% pay cut in exchange for an equity stake in the title as a means of keeping it afloat
until it can be bought by a U.S. publisher or otherwise financed. Parent company Normal Net Inc. is tanking, but staffers still have faith in the viability of the Toronto-based
monthly, which covers digital culture for the 20-something set. Editor-in-Chief Laas Turnbull says the publishing schedule will remain unchanged. (416/977-7982, x239, http://www.shift.com)
Time of the Essence. Essence Communications and Time Inc. reportedly are embarking on a joint venture to broaden the Essence brand, although the essence of the deal has
yet to be unveiled. New title launches and acquisitions may be on the horizon. Stay tuned for details. (Essence, 212/642-0600)
Pitching for Pros. In May, Street & Smith's, publisher of SportsBusiness Journal, introduced Pro, a quarterly title targeting 25,000 professional
athletes and the advertisers who want their money. The magazine, headed by former New York Times editor John Capouya, is direct mailed to the homes of current and retired
athletes, but isn't available on newsstands. Features offer helpful tips for young millionaires on topics such as shopping, travel, health, investing and sports psychology. No
word on whether any upcoming issues might offer PR advice for Atlanta baseball pitchers whose initials are J.R. (Street & Smith's, 704/973-1400)