• Marketwatch, Monday, July 6, 2009 10 PM

As media companies compete for advertising revenue, the key to success will be a company's ability to give a title maximum exposure across many platforms. Case in point: Hearst's fledgling Food Network Magazine, which is a publication created from a popular television network.

It follows the example of ESPN the Magazine, which was created when Walt Disney took advantage of its global cable behemoth. Now in its now in its 11th year, the sports pub has reached the 2 million mark in circulation.

The Food Network Magazine, which is chock full of services for readers, is not profitable, "but we will be," says Cathie Black, president of Hearst Magazines. Hearst says it will publish six issues by the end of this year and 10 in 2010. The company seems pleased with the magazine's progress. It started out by printing 300,000 copies last fall and now projects the rate base will climb to 900,000 later this year and to 1.1 million in 2010. The publisher says it also has the highest direct mail response of any magazine in its history and that half of the title's subscription orders are coming from the Internet.

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