• by Michael Shields , September 30, 2004

He beat the odds to become a fictional heavyweight champion of the world, and won an Oscar in the process. Now sources tell Mag Rack that actor Sylvester Stallone is the next big celebrity magazine contender. Following in the footsteps of Rosie, Oprah, and Trump, American Media is developing Sly, a new health and fitness monthly aimed at older men, which would feature Stallone on the cover of each issue.

It's a logical line extension for American Media, which already publishes Men's Fitness, and already has an editorial talent pool in place to develop the personality-oriented workout book.

Assuming Stallone's magazine actually makes it to the racks, he would immediately elevate his status as one of the more versatile figures in the media universe. The actor, best known for his roles as "Rocky" and "Rambo," is also on the bill to host the new NBC boxing reality series "The Contender."

Add This To Your Shopping List

Just when you thought every conceivable magazine genre concept has already been mined, the development team at American Media has fused two of the most popular formats--shopping and celebrities--to produce a new one: celebrity shopping. Seriously. The new book, dubbed StarShop--developed by American Media's Star magazine--will, in the words of Publisher Michelle Myers, "be focused on consumers' love affair with celebrity--what they shop for, beauty and fashion trends. Celebrities are trendsetters."

And while StarShop is entering what is quickly becoming a crowded field that now includes Shop Etc., Lucky, and Fairchild's Vitals, Myers, who also oversees the Star, is not deterred. "[It] has such a point of differentiation," says Myers, asserting that the category is far from saturated: "There are so many home books, so many books in the Epicurean category. There still aren't that many books in this category. This actually takes the two hottest magazine categories and marries them together." The test issue will launch with a rate base of 200,000, with 65,000 copies going out to existing Star subscribers. It will include features such as a day in the life of a celebrity, and interviews with top designers.

The magazine's service pieces will be both aspirational and practical. "We will break down a celebrity's outfit, and lay out ways to reproduce it on a blockbuster budget or a indie budget," says Myers.

From the sound of it, StarShop, given its early 30s, young trendsetter target, might be closer in spirit to celebrity-friendly InStyle than Lucky.

If things go well, Myers says the magazine could become a quarterly by 2006, or even sooner.

StarShop does have one weapon that cannot be overestimated--Bonnie Fuller. "She really started this category," says Myers. "She knows what modern women want."

Education Force

George Lucas has launched a new magazine for educators faced with technology issues in the classroom. Edutopia, published by the George Lucas Educational Foundation, was mailed out to a select group of 85,000 legislators, teachers, administrators, and parents in mid-September, and will publish 10 time a year.

The first issue includes an interview with Lucas himself, who discusses the "digital divide" in education, which he says is not about money but about knowledge.

Feeling A Bit More Secure

This month, International Data Group's CSO magazine, directed at security executives, celebrates its second anniversary. The magazine's two years have been met with noteworthy distinction.

Earlier this year, CSO received the 2004 Magazine of the Year award (in the under 80,000 circulation category) from the American Society of Business Publication Editors. CSO has also received five Jesse H. Neal National Business Journalism Awards, including the 2003 award for Best New Publication.

To date, the magazine and its companion Web site (www.csoonline.com) have received more than 50 awards for editorial and design excellence.

PC World Spin-off

PC World's October issue was poly-bagged with the debut of Digital World, which addresses the convergence of consumer electronics and PC-centric products, aimed at helping readers manage their ever-growing roster of entertainment technology.

In an effort to produce the most relevant and reliable advice, PC World has even built a one-of-a-kind digital living room to realistically evaluate products, including how tough they are to set up.

Digital World will publish bimonthly. Its December issue will include a digital gift guide.

A Running Mate Who Actually Runs

Five-time marathoner and Vice Presidential candidate John Edwards appears on the upcoming November issue of Runner's World.