• by august , Avida Landau , June 7, 2005

Hearst Magazines Monday unveiled plans for a new publication that targets the most coveted and sacred part of most people's week: the weekend.

The aptly named Weekend magazine will target 35-year-old affluent women, and will focus exclusively on the time of the week when most of our activities are related to leisure, recreation, home improvement, and just doing things that we cannot do during the week.

The new magazine, ironically, won't publish weekly--but will come out on a bimonthly schedule, starting with an initial distribution of 500,000 at a cover price of $3.99. The July/August edition will be available on newsstands starting June 14, with a second edition due in mid-August.

The new magazine will include two sections: "Weekend at Home" and "Weekend Away", including a feature well. The "Home" section will include shopping, cooking, easy weekend projects, technology, organizing, and how to learn to do something new. The "Away" section features great getaways around the country, day trips, road trips, three-day adventures, real estate, and fashion.

Susan Wyland, a veteran editor of other lifestyle magazines such as Lifetime, Real Simple and Martha Stewart Living, will be the editor in chief of Weekend.

Charter advertisers include Banana Republic, Carnival Cruise Lines, Home Depot, Kraft, Ford, Revlon, Target, and Toyota.