• New York Post, Sunday, November 22, 2009 10:13 PM

O, The Oprah Magazine is in the midst of a sweeping redesign that will be unveiled on the 10th anniversary issue next May. The redesign comes as the magazine, a joint venture between Winfrey's Harpo Print LLP and Hearst, comes off one of the rockiest years since its launch in 2000.

The Hearst-led redesign will be extensive, covering every page of the magazine, according to a source. It's a gamble for Hearst. Modernizing the title could alienate the magazine's nearly 2.4 million paid circulation base or Winfrey herself.

The title is Hearst's second-most profitable magazine, but it has sustained a newsstand sales slump of almost 6% in the first half of the year and an ad page slump of 26% for the full year. The title has also been plagued by staff unrest. While sources say Winfrey still seems to enjoy the magazine, the incentive for her to build on the title's past success is less intense than it is for Hearst, which badly needs a moneymaker near the top of its stable.

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