Lifetime joins in biz mag jag

Bi-monthly publication to cover fashion, beauty, food

Next year there’ll be a new mag for cable femmes: Lifetime.

A joint venture of Lifetime Entertainment Services — the Disney and Hearst-owned cabler — and magazine giant Hearst, the title will hit shelves in March as a bimonthly covering fashion, beauty, food and relationships.

Hearst publishes femme-oriented mags such as Cosmopolitan and Good Housekeeping and has also recently helped spin off titles from TV brand names such as Oprah, Rosie O’Donnell and ESPN. Lifetime boasts more than 85 million subscribers and has been the top-rated cabler for more than a year.

Its magazine sibling will be edited by Sally Koslow — who helmed McCall’s (which Hearst later flipped into Rosie, the vehicle for the former gabber host). It will have a rate base of 500,000 and morph into a monthly six months after its bow.

“What Martha Stewart Living is to the outer woman and O is to the inner woman, Lifetime will be to the real woman,” said Hearst CEO Cathleen Black, who sees Lifetime competing in the same space as the booming AOL Time Warner monthly Real Simple.

By venturing into print, Lifetime will follow the golden footsteps of cable brands such as ESPN, Nick and Nick Jr., which have seen varying measures of success in the print world.

These TV-bred titles continue to show growth in ad sales revenue.

ESPN, the Disney-owned sports cabler which Hearst partly owns, has experienced a 27% jump to $47 million this year through May 31. O, another Disney-related title that Heart publishes, spiked 45% to $49 million.

All in the translation

Heart’s Black says that despite what seems like a television-to-paper success story, spinoffs aren’t necessarily a sure bet. “It would appear that it’s a trend, but it really relies on the strength of the brand, and we have to translate it well.”

A liaison from the cabler, Brent Poer, will work with the magazine to transfer the TV DNA.

“An important part of the mag story will be advocacy,” said Lifetime president and CEO Carole Black.

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