• Mediaweek, Monday, December 22, 2008 9:45 AM

Style will have to wait. With advertisers slashing 2009 budgets, Wenner Media's Us Weekly said it would delay the planned spring launch of a fashion/beauty spinoff, Us Style. The new title is now slated to debut in the fall.

The spinoff was slated to publish quarterly with a circulation of 450,000, with about half coming from subscriptions and half coming from newsstand sales. If the title sold well, Us hoped to extend it to eight times in 2010.

While the fashion/beauty category is already saturated with monthlies as well as spinoffs, such as People Style Watch, Us Style's rationale was that the majority of Us Weekly's readers wanted more fashion and beauty content. Overall, the fashion/beauty category has seen ad pages sink 20.5% for the first issue of 2009, per Mediaweek Monitor. i>Us Style had the added challenges of being an untested publication with an early February close for its March launch issue.

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