Hearst and Lifetime Entertainment to Launch Lifetime Magazine
Posted on July 5, 2002
Lifetime Entertainment Services -- jointly owned by The Hearst Corporation and The Walt Disney Company -- and Hearst Magazines announced that they will introduce a new women's magazine under the Lifetime television brand. Lifetime is a women's cable television network. The magazine, Lifetime, will launch as a bimonthly in March 2003 with a rate base of 500,000 and will go monthly starting with the September 2003 issue.
Lifetime magazine, which carries the tagline "Real Life. Real Women," will extend the Lifetime brand, translating its mission to entertain, inform and support women to the printed page. The magazine will cover fashion, beauty, food, decorating, health and news, and will merge heartfelt storytelling with entertainment, inspiration, information and advocacy.
The magazine will contain content based on Lifetime programming such as Intimate Portrait, as well as features connected to the theme of the monthly Lifetime Original Movies and important women's issues being covered on the network and website that particular month. In addition, Lifetime magazine will include original content on topics ranging from real-life fashion and beauty to psychology, relationships and health issues.
The magazine will be promoted both on Lifetime's cable channels including Lifetime, Lifetime Movie Network, and Lifetime Real Women and online at Lifetimetv.com. In addition, Hearst will create direct mail campaigns and cross-marketing programs with some of its other women's titles, which include Country Living; Good Housekeeping; O, The Oprah Magazine; Redbook and Victoria.
"This is a wonderful brand extension for Lifetime and a tremendous opportunity to bring these powerful and trusted media companies together to give women more of the entertainment, information, service and support that they count on us to deliver," said Carole Black, president and CEO, Lifetime Entertainment Services. "We could not ask for a better partner than Hearst, whose track record with women's magazines is unparalleled."
Sally Koslow, a seasoned editor of women's magazines, will be the editor-in-chief of Lifetime. Koslow was the editor-in-chief of McCall's from 1994 until its final issue in 2001. Previously, she was editor-in-chief of special interest publications for The New York Times' Women's Magazines and, before that, senior editor of Woman's Day. Lifetime's publisher will be named in the near future.
"From our experience, we know that a television powerhouse brand can translate wonderfully well into a magazine," said Cathleen P. Black, president, Hearst Magazines. "Lifetime will be the first women's magazine to focus on the powerful stories women love to share with one another, as well as the only magazine edited exclusively for a mainstream audience of women in their 30s. Hearst and Lifetime have enjoyed an 18-year relationship and we believe that now is the time to build on the overwhelming success of Lifetime and bring its unique passion and purpose to a print format."