Card Player magazine staff win big with popular game

Alison Calkins

Friday, July 19, 1996 | 11:59 a.m.

LINDA Johnson presides over corporate meetings at a green felt-covered poker table.

That's because at Card Player magazine, poker rules.

Johnson is a professional poker player and publisher of the eight-year-old magazine headquartered in Las Vegas. She shares responsibility for the popular publication with partners President Scott Rogers and CEO Denny Axel.

Although Las Vegan June Field started the magazine in 1988, Johnson and friends entered the scene in 1993.

"The three of us are all professional poker players and we were on a poker cruise together in 1992 when we got the idea that it would be fun if we somehow got involved with the magazine," Johnson said. "So we talked to June and her husband, Phil, when we got back and they were ready to sell. And we decided to buy it."

And it's come a long way in eight years. Originally a 40-page publication printed on newsprint, it's evolved into a semi-monthly glossy full-color magazine averaging about 120 pages.

Circulation is about 50,000 -- 40 percent more than 1993 -- distributed in every state and 24 countries. Advertisers are located wherever poker is played throughout the world.

The original staff of four has grown to seven, with one man in the bunch. Thirty contributing writers and free-lancers track the poker scene throughout the country.

The goings-on in Atlantic City, N.J.; New England; Reno and Lake Tahoe; California; Las Vegas and on riverboats are covered in regular features. Reports on tournaments, tournament results and strategy articles for low-limit and advanced players are also part of the magazine's usual fare.

Although poker is the focus at Card Player, blackjack, video poker, gin and bridge also are featured.

"Our mission is to keep poker players informed as to what's happening, where it's happening and who it's happening to in the poker world," Johnson said.

So how did three professional poker players beat the odds to become winners after taking a gamble on magazine publishing?

"First of all our timing was right. The poker explosion was beginning in 1993. At that time, it wasn't in Atlantic City, the South or the Midwest. Now poker rooms are found everywhere," she said, adding that there are an estimated 60 million poker players gathered around tables in kitchens, private home games, and casino card rooms throughout the country.

The foreign market also opened up in the past three years as the game expanded in the United Kingdom and was legalized in Holland, Austria, Germany and France.

"Poker is popular because it's a game of skill. Unlike playing slots, craps or other games, if you want to win, you have that ability. In poker, you can be a favorite. And we're just about the only magazine that focuses on poker," Johnson said.

But she laughed when she recalled the early days.

"We walked in and said, 'Wait a minute. We're professional poker players. What do we do now?' Fortunately, June stayed with us for six months to teach us the ropes. The first article she gave me to proof, I found 30 mistakes and was quite proud of myself. Then June took it and found an additional 40. We had a lot to learn," she said.

So the three partners decided to divide and conquer. Rogers took charge of sales, Axel looks after the finances, and Johnson boned-up on her editing skills to oversee the editorial end of the business.

Now, they find themselves regarded as experts by their readers.

"Our readers feel that they just know us. They stop in. They call and write to talk to us and ask for advice about poker. And we love it. One of my favorite parts of the job is talking to the readers. Many have become friends," she said.

Another way that readers become friends is on Card Player poker cruises conducted twice each year for the past three years.

"We book a part of a ship and set up a poker room. We bring our own dealers, chips, tables, everything. When we're out to sea, the poker room is open 24 hours a day and when we're in port, it's closed. I teach lessons and we play all different limits. We even play no-limit at times. It's whatever the players want," Johnson said.

So far, the cruises have carried poker players to Alaska, the Caribbean and the Mexican Riviera. Johnson said between 200 and 500 mostly non-professional poker players have sailed on each cruise.

The next cruise is booked for Feb. 28. It's a 12-day excursion to the Panama Canal and the cost ranges from $1,440 to $2,500 per person.

Another first for Card Player was sponsoring the first annual World Poker Industry Conference in Las Vegas this year. Johnson said 300 card-room executives attended. Discussions included customer relations and standardizing rules.

Johnson, Rogers and Axel regularly represent the magazine at poker tournaments and grand openings of poker rooms.

"We support the card rooms and the poker industry. Our goal is to make the poker arena better for everyone," she said.

Another goal is to keep on doing what they do best.

Card Player will host another World Poker Industry Conference in 1997 in Las Vegas. On the editorial side, Card Player Digest, a collection of the best articles of the first seven years of Card Player, is now on sale for $29.95.

A special edition of Card Player magazine, listing all card rooms in the country will be available in November.

"Scott, Denny and I love the world of poker and the people in it," Johnson said. "Having this magazine gives us the opportunity to contribute, to give something back. We enjoy it."