Hearst opts for Oprah’s O

Magazine to preem in April

NEW YORK — After conducting months of extensive marketing research, Hearst has finally come up with a name for its new, much-discussed Oprah Winfrey magazine: O, the Oprah Magazine.

“What I like about O is that it is simple an direct,” said Winfrey, “and it is what a lot of my friends call me.”

O will hit newsstands with a double issue in early April before becoming a monthly with its September issue.

Edited by Ellen Kunes, the upscale women’s mag will feature articles on spirituality, beauty, health and fitness. One mag insider who has seen a mockup describes it as “the Martha Stewart Living of personal growth.” The launch issue is skedded to have a distribution of 850,000.

Of the mag’s name, Kunes said, “The women in the focus groups told us that O was their overwhelming favorite because it made them feel like they were part of a special club. This title gave them a sense that this magazine wasn’t just about celebrities, it was about them.”