• by John Gaffney , July 23, 2002

The “S” word is alive and well at Biography Magazine. After the concept of “synergy” took a beating over the past two weeks as AOL and Time Warner’s merger imploded, Biography has announced two major advertising and content co-ventures for next year.

“It has developed something of a bad name, but when you can improve the ways to serve advertisers and readers at the same time, synergy works,” said Biogrpahy VP/publisher Tom McCluskey. “The number one criterion is developing a relevant product.”

For the first time, Biography Magazine, A&E Television and Prevention Magazine will partner on an integrated initiative titled Lifestyles of the Fit & Famous in January 2003. The program will include a special editorial section in each magazine's January 2003 issue which will showcase the fitness gurus and trainers to the stars. Each trainer will discuss a particular exercise/health regimen employed by stars such as Jennifer Aniston, Halle Berry, Gwyneth Paltrow, Sophia Loren and more. The section will include tips from the trainers on adopting specific fitness regimes. A&E Television's Biography series will air the biographies of the stars featured in the section in a special themed series in January.

The venture marks the first time Biography has ventured outside the Hearst family of properties for a shared editorial product. McCluskey says Prevention gives advertisers an “extra demographic” for the fitness program. Prevention skews older than Biography.

In March 2003, Biography, A&E Television and Country Living (all Hearst properties) will partnered for the first time on an integrated program titled Hollywood Country. The foundation is a special section in each magazine's March issue that showcases interior designers to “Hollywood's elite who have adopted the country style to their homes, lifestyles and being.” A&E Television's Biography will profile the "Hollywood Country" stars who live the “country lifestyle.” Programs are available for both magazines as well as the A&E series.

Will potential advertisers know whom to call? Will the three properties involved fight over who books the revenue?

“We have applied the strengths of each property and taken advantage of the relationships each property has with prospective accounts,” said McCluskey. “Everybody involved wants to make this happen. It’s all about relationships. We all know different people and clients, and that is how we’re working together.”

McCluskey also said he expects to complete more co-ventures next year, if relevant ad and edit opportunities present themselves.