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McCall’s relaunch is Rosie

Mag hopes talker host's touch can boost ad revs

Rosie O’Donnell is about to follow Oprah from the airwaves to the newsstands.

McCall’s, the 125-year-old staple of the Gruner + Jahr magazine group with a circulation of 4.2 million, will be relaunched next spring as Rosie’s McCall’s.

O’Donnell, who is under contract for her syndicated talker through June 2002, will preside over a completely redesigned McCall’s, under the stewardship of an editor who has yet to be named.

McCalls’ current editor, Sally Koflow, will close out the March issue, then be responsible for launching new magazine ideas as G + J’s corporate editor of new business development.

A joint venture of G + J and O’Donnell’s KidRo Prods, the McCall’s relaunch reflects the magazine group’s efforts to boost McCall’s position in the women’s magazine market.

Ad sales at McCall’s have fallen slightly in 2000. October ad revenues were down 8.9% over October of last year, from $13,385,217 to $12,196,992. “For the past three years, it’s had slow but steady increases in its newsstand sales,” Ungaro said, “but clearly a partnership with Rosie can only bring a better ad picture.”