Lifetime Launches Magazine for Women
Banking on the success of its network aimed at women, Lifetime Entertainment Services and its co-owner The Hearst Corp., plan a March 2003 launch of a new magzine called Lifetime with the tag line Real Life. Real Women. Starting as a bi-monthly with a rate base of 500,000 the magazine will shift to a monthly publication with the September 2003 issue.
Lifetime will remain in line with the cable channel's mission of entertaining, supporting and informing women while maintaining a separate identity. Topics will include fashion, beauty, food, decorating, health and news along with heartfelt story telling merged with entertainment, inspiration, information and advocacy.
The partnership with Hearst, which co-owns the network with the Walt Disney Co., creates many synergistic opportunities for the magazine, including cross promotion on Lifetime's three networks, its Internet site, www.lifetime.com., and several Hearst-owned women's titles including Country Living; Good Housekeeping; Redbook; and Victoria. Hearst's other notable television partnerships include ESPN The Magazine, a spin-off of the sports cable network, and O, the Oprah Magazine, based on the Oprah Winfrey show.
"From our experience, we know that a television powerhouse brand can translate wonderfully well into a magazine," said Cathleen Black, president of 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 thirties."
Carole Black, president and chief executive officer of Lifetime Entertainment Services, called the launch "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."
Sally Koslow, a long-time editor of women's magazines will assume the role of editor-in-chief. Her resume includes editor-in-chief of special interest publications for The New York Times' women's magazines and senior editor of Woman's Day. Koslow was also editor-in-chief of McCall's from 1994 to 2001 when it became Rosie.