• by adam.m , Michael Deibert , July 26, 2005

Dipping its toe into the weekly magazine market, Hearst Magazines is set to begin publishing Quick & Simple, a publication geared toward women, on August 2nd.

A subsidiary of The Hearst Corporation, Hearst Magazines publishes 19 U.S. and 142 international magazines -- all monthlies until the new title launches.

The new weekly targets women in their mid-to-late thirties, single or divorced, likely to have children, and very "home oriented," say the magazine's executives.

"We've made the magazine very visual, so that at any point in the day you can pick it up and learn something in two minutes," Quick & Simple's Editor in Chief, Susan Toepfer, told MediaDailyNews. "The magazine is for a contemporary--perhaps a more value-conscious--woman; it's very modern in its approach."

The premiere issue will include features on such subjects as shopping for late-summer bargain clothing, ways to improve a night's sleep, and quick home medical remedies.

Hearst hopes that the new offering will complement the company's other periodicals in the women's magazine milieu, such as Cosmopolitan, Redbook, and Good Housekeeping.

Quick & Simple, set to retail for $1.49, will begin issuing on a biweekly basis before moving to its full weekly schedule in October.