• by Erik Sass , July 16, 2009

All You, the women's lifestyle and homemaking magazine published by Time Inc. for distribution in Wal-Mart stores, is re-launching its Web site as a "value destination." The new Web site emphasizes thrift and quality, offering editorial content intended to help women save money as well as high-value coupons in a coupon database. The Web site will also feature discount offers, low-cost recipes and other money-saving tips.

Executive editor Susan Spencer says in addition to the value thrust, "from budget beauty ideas to meals under $2, the new site also allows us to share exclusive printable coupons and up-to-the-minute deals."

New channels featured on the Web site include "Coupons and Deals," a coupon gallery powered through a partnership with Coupons.com, which also includes a Daily Savings blog reporting free discounts and offers around the Web.

Also, "Food," which features low-cost recipes and menus for a variety of occasions; "Supermarket Smarts," focused on finding inexpensive ingredients; "Budget Home," covering low-cost decorating, craft and cleaning ideas; "Style for Less," addressing women's fashion and beauty tops; and "Diet and Fitness," including at-home workout plans and nutrition information.

The new site also features a "Community" area, giving visitors the benefit of user-generated advice contributed by 23,000 of All You's "Reality Checkers" -- readers who keep tabs on discounts and share successful ideas for saving money.

Runner's World Circ Increases 5% in First Half of '09

Defying the sour economy, Runner's World increased its total circulation by 5% in the first half of 2009 compared to the same period last year, according to publisher Rodale. This was due, in large part, to the Runner's World Web site, which Rodale says drove an 89% increase in magazine subscriptions during this period.

Big magazine publishers have seized on online marketing to boost subscription sales, but many have met with only mixed success. The find it difficult to connect Web content with the print product in a way that creates incentives for visitors to buy a print subscription -- without giving away too much of the product itself. Rodale attributes the success of the Runner's World site as a subscription generator to customized online content, interactive community forums and shared video content. In the first week of July, Runner's World had its biggest traffic week ever, with almost 530,000 unique visitors, including over 380,000 new visitors.

Spanfeller Leaves Forbes.com

Jim Spanfeller is stepping down as president and CEO of Forbes.com, according to Daily Finance, having overseen its rise to prominence as one of the first big business news success stories on the Web. His surprise move comes less than a year after Forbes began integrating the print and Web editorial and sales teams. Spanfeller is said to be planning to start a media-management firm to rejuvenate failing media Web sites. No date has been set for Spanfeller's resignation. The Ad Age Web site saying he will stay with Forbes.com until Labor Day if not longer.

WSJ. Appoints Raptis Publisher

The Wall Street Journal's new glossy magazine, WSJ., has appointed Sophie Raptis as publisher, replacing Ellen Asmodeo-Giglio effective this August. Asmodeo-Giglio has been named vice president of sales for WSJ's weekend edition and its luxury sales division. Previously, Raptis worked for Britain's Times Media, publisher of The Times, a newspaper, as well as The Times Magazine, The Sunday Times newspaper and The Sunday Times Magazine.