• USA Today, Sunday, July 5, 2009 9:55 PM

Some people are surprised the Saturday Evening Post still exists. Well, it does, and it's launching a redesign with its July/August issue. The updated mag combines the Post's hallmarks -- art and fiction -- with folksy commentary and health articles. The revamped Post hopes to be a relaxing option for people who are used to doing much of their reading online, or are tired of special-interest magazines crammed into tight niches.

The magazine will add content such as commentary by former CBS News Sunday Morning host Charles Osgood, poetry by Ray Bradbury and fiction by John Hemingway, grandson of Ernest Hemingway. "There is a void of magazines now that emphasize art, creative writing and fiction," says publisher Joan SerVaas.

But industry experts say the Post risks alienating its core readers. The magazine's circulation peaked at 6 million in 1960, and now has 350,000 readers, most of whom are women over 45. It competes with Prevention, with a circulation of 3.3 million. The Post is primarily available to subscribers, which explains its low profile among the general public. Fewer than 5,000 copies an issue are sold on newsstands.

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