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Celeb Mag Shakeout Seen

A survey of media buyers and planners found that most see a shakeout coming in the celebrity-magazine category. Some titles must go in the crowded space and consensus seems to be that British import "OK!" -- which launched in August 2005 -- will be the first to bite the dust.

"OK!" came to the category late in the U.S. and remains a bit of an also-ran for advertisers: 43% of those surveyed expect it to fold. No 2 on the list of doomed titles is "Life & Style," at 34.3%, even though it has made some gains in circulation and ad pages. On the flip side, buyers figure that "People," which created the category, is least likely to go anywhere. They also give the Time Inc. title the most respect, with 44% saying it does the best job of any in its category, followed by "Us" at 32.8% and "Star" at 19.4%.

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