Film folio Movieline is morphing in May to cozy up even closer to the stars. New mag is called Movieline’s Hollywood Life and will focus more behind the screen than on.
“It will have pretty much the same format as Movieline, but instead of running stories about the top movie villains, it will be about what the stars buy and where they travel. It will be more insider,” said Heidi Parker, who until last week was Movieline editor in chief. No successor has been named.
On Monday Parker starts work at Playboy as West Coast editor. Her job is to drum up celebs to appear in the girly mag’s pages. Shift is part of Playboy’s ongoing revamping efforts since editor in chief James Kaminsky came on board last fall. Although most of the editorial staff recently relocated from Chicago to Playboy Enterprise’s Gotham headquarters, Parker will remain in Los Angeles.
A 12-year vet of Movieline, which is published by Line Publications, Parker called running a movie mag a “challenge.”
“Things have changed dramatically over the years. When I started, movie magazines were a very important niche. They were almost underexposed,” she said. “It has since become less loved by the advertising community. Advertisers are very savvy and don’t want to go into the film niche market, because the movie studios aren’t interested.”
Wooing advertisers is also difficult from L.A., Parker said. “Advertisers are an important community in New York, and the magazine business is taken so seriously there. You really need to be based there.”
Movieline’s main competish, Premiere, is based in Gotham.
Movieline has a paid circulation of 250,000. Last year, ad pages dropped by 26% compared with the previous year. Ad dollars dipped 23% to $6.6 million for the same period. In the second half of 2002 newsstand sales dove 30 % to 28,968.