People spinoffs tap editors

Sales of mag's teen version down 8.3%

Three new editors will be taking over at Time Inc.’s People group, two of whom will helm People magazine spinoffs that have been performing with less pizzazz than in the past.

Amy DuBois Barnett, editor-in-chief of Honey, a mag for young black women, will succeed managing editor Barbara O’Dair at Teen People, which, since its meteoric rise, has been less of a sure-fire folio for AOL Time Warner. When Teen People launched in 1998, it exceeded all revenue projections and in its category was second in circulation and ad pages only to Primedia’s Seventeen.

Newsstand sales dip

In the second half of 2002, Teen People’s newsstand sales were 511,910, down 8.3% from a year earlier. Ad pages were also down slightly last year, although ad revenue spiked 18% to $76.8 million.

The slowdown can be partly attributed to the increasingly glutted teen market. In the past two years, Hearst’s CosmoGirl, Conde Nast’s Teen Vogue and Hachette Filipacchi’s Elle Girl all joined the club. In a sign that even the vets are feeling the heat, Primedia recently put Seventeen on the block.

People en Espanol, a Hispanic spinoff of People, hit newsstands in 1997 and followed a similar pattern. The following for the first major Spanish publication aimed at an American audience grew quickly. Yet newsstand sales fell 5.7% to 119,010 in the last half of 2002 compared with a year earlier. Paid circulation for the folio is 413,545.

The future’s looking brighter, however. While ad pages dipped 3.2% to 669 in 2002 (ad revenue was up by 26% to $24.4 million for the same period), the magazine’s upcoming June issue will have a record 100 pages of advertising, said Lisa Quiroz, publisher of People en Espanol.

That issue will be the last for managing editor Angelo Figueroa, who is being replaced by Richard Perez-Feria, editor of Bay area glossy 7×7. Figueroa will move over to sibling title Time as an editor at large.

Like its teen stepsister, People en Espanol has also faced competition in its niche. Vogue, Glamour and Reader’s Digest have all recently issued Spanish editions.

In another move at Time Inc., Kristin van Ogtrop will be leaving her post as executive editor of Conde Nast’s Glamour to helm Real Simple, a title that generated stellar ad and circulation numbers last year. She will be replacing Carrie Tuhy, who is being moved over to work on an undisclosed magazine development project.

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