• by Michael Shields , September 15, 2004

Fairchild Publications is adding another entry to the swelling group of women's shopping magazines.

Just a few weeks after launching the men's shopping guide Vitalsas a spin-off of Details, the company announced Wednesday that it will publish a counterpart of the magazine directed at women.

Vitalsfor women will publish four times a year, beginning with the March, 2005 issue (the men's and women's versions will publish on an alternating schedule, with eight total issues per year).

Joe Zee will serve as editor-in-chief for both magazine titles, which will start out with a 200,000 rate base and a newsstand cover price of $4.95, while Alyce Alston will serve as vice president and publisher for W, W Jewelry and the newly named "Vitals Network."

While the male version of the magazine launches just as the category for men's shopping magazines is being born, Vitals for women will likely have to contend with the mega-successful Lucky as well as the recently launched Shop Etc.

Fairchild president and CEO Mary G. Berner hinted that Vitalswas not originally part of the plan. "It was always our intention to grow the frequency of Vitals quickly, however what has become apparent is that a woman's magazine counterpart is sorely missing in the marketplace," she said in a statement. "This is an innovative way to give men and women the concierge service that they don't get any place else."

While the male version of Vitalsis likely able to draw upon Fairchild's experience in publishing Details, Vitals for women will not have that luxury. However, Fairchild does publish both Jane and trade newspaper Women's Wear Daily.

According to editor Joe Zee, this Vitals will be unique. "Vitals for women will communicate from a distinctly 'female' point of view, tweaked in design and tailored in tone," he said in a statement. "We will bring the luxury insider experience to women: a sophisticated guide to life's great necessities infused with celebrity and high-profile people who have become the cultural influencers of our time."