Coming, a new magazine from Dr. Oz
Talk show host is collaborating with Hearst on a lifestyle title
June 25, 2013
Magazines built around a famous personality have a mixed track record.
For every highly successful O, the Oprah Magazine, there is a disaster like Rosie.
But Hearst is willing to take a chance on Dr. Oz.
The magazine publisher said today that it will debut a new magazine next year based on Oz’s popular daytime syndicated talk show, “The Dr. Oz Show,” which is in its fourth season.
The lifestyle title will have a pilot issue in first quarter 2014, followed by one more test issue a few months later.
If they do well, Hearst will begin publishing the magazine regularly during the second half of 2014.
It’s the same model that Hearst used for its two most recent major newsstand launches, Food Network Magazine in 2008 and HGTV Magazine in 2011.
Both publications got a positive subscriber, newsstand and advertiser reaction, despite debuting during the recession when so many other titles, both new and established, were struggling.
It helped that both were tied to brands that readers were familiar and comfortable with, helping to bring advertisers on board.
The yet-untitled Dr. Oz magazine’s initial rate base will be 800,000, with newsstand distribution of 350,000. Another 450,000 will be sent to those who already subscribe to Hearst titles who might be good demographic fits for Dr. Oz’s audience.
As for the magazine’s content, it will largely match what Oz talks about on his show. Hearst describes the content as upbeat and optimistic, focusing on physical and emotional well-being, food, beauty, real-women’s stories, news, travel and finances.
Oftentimes themes on Oz’s show will be further explored in the magazine, in the same way that Winfrey used to follow up on popular show topics in her magazine.
Oz rose to fame with frequent appearances on Winfrey’s show before getting a talker of his own.
One drawback to basing a magazine on one person is that its fortunes are entirely dependent on that personality.
In good times, that’s not a problem. But when public figures get in difficult personal situations, things get sticky.
Martha Stewart Living’s ad pages plummeted after its namesake was sent to prison for lying to investigators in an insider trading case. The title revived, along with the rest of her media empire after her release, but in the time since the magazine has gone into decline, reflecting her declining popularity as an arbiter of taste, especially among younger women.
And Rosie O’Donnell’s Rosie shut down after she had a falling out with the magazine’s publishers.
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