• Adweek, Monday, April 9, 2012 3:38 PM

Hearst's two upcoming YouTube channels, set to debut April 15 (Hello Style) and Car and Driver TV (May 1), push "some envelopes," says John Loughlin, evp and general manager of Hearst Magazines, in this post detailing what's been "a learning curve" for the company.

"Producing high-quality shows with a plot is a leap for most magazines, whose videos to date have largely consisted of how-to’s and behind-the-scenes with celebrities," writes Lucia Moses.

The Hello Style channel, which includes programming from five of Hearst's women’s pubs, "will be closely inspired by print features like Cosmo’s Sexy vs. Skanky and Marie Claire’s Big Girl in a Skinny World," writes Moses. "Car and Driver TV, [based on the company's auto titles,] meanwhile, will mix service and reality shows like Battle of the Beaters, where two auto body shops will compete to fix up heaps; and Driver Rehab, which applies the What Not To Wear formula to bad drivers."

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