• by Erik Sass , September 14, 2007

A Week of Print and Digital Launches (and Re-launches)

NYT to Launch T Magazine Online

The New York Times Style Magazine will launch T Magazine online on December 2nd, the company announced this week. The new site will offer all the articles and photography of the print version, along with video, interactive graphics, and a blog called "The Moment" that will be continuously updated by writers, editors, and guest bloggers.

A preview of the site will be unveiled on September 24th in Milan, during that city's Fashion Week, at an exclusive party hosted by T and the International Herald Tribune. The launch of the Web site is one of several multi-platform initiatives from the magazine, including the recent launch of an international edition in partnership with the International Herald Tribune.

Stefano Tonchi, editor of T, remarked: "T Magazine online will be beautifully rendered, with fantastic visual content as well as many interactive elements for readers who want the latest updates in fashion, beauty, travel and design." Publishing 15 times a year, T's production run includes dedicated issues on women's and men's fashions, beauty, travel, and lifestyle, as well as an annual holiday edition.

Boston Globe Launches Lola for Women

Boston Globe Media, a property of the New York Times Company, is launching a new lifestyle magazine for professional women in the Boston area titled Lola, the company announced this week. The magazine targets women in their 20's-40's with information and advice, both practical and whimsical, about the city and its goings-on.

With a core circulation of 45,000 the free magazine will be distributed at 800 locations around the Boston metro area beginning in November, including cafes, bookstores, salons, day-care centers, health clubs and high-traffic commuting spots. In 2008, the magazine will begin appearing monthly. Lola will be edited under the supervision of Susanne Althoff, the senior assistant editor of the Boston Globe Magazine. Althoff has previously served as editor for a number of city, regional, and recreational titles.

Lucy Batholomay, managing director of product innovation for the Boston Globe, described the magazine: "Created as a trusted friend for women, Lola will be informing, entertaining and inspiring. She'll have plenty to say about local restaurants and shopping as well as healthy living, relationships, things to do and think about."

The Boston Globe has been rolling out niche magazines on an aggressive schedule. Lola follows Design New England, a bimonthly publication covering high-end home furnishings and design, and Fashion Boston. Steven Ainsley, publisher of The Boston Globe, explained: "We are strategically pursuing new markets and niche segments by developing a portfolio of publications that meet the targeted needs of advertisers and audiences."

Hoffman Revives Victoria

Victoria, a popular women's magazine about romantic living that folded in 2003, has been given a new lease on life by Hoffman Media, LLC. Formerly owned and operated by Hearst, Victoria is now a joint venture between Hearst and Hoffman Publications, which also publishes Cooking with Paula Deen, Southern Lady, Tea Time and Taste of the South. The first issue of the revived bimonthly publication will go on sale October 30th with a cover price of $4.99.

Hoffman aims to achieve a paid circulation of 250,000 after only two issues--promoting the magazine with newsstand displays, a substantial Internet presence, and targeted direct mail campaigns. Its first mission is reconnecting with its dormant but still devoted readership, which has greeted news of the magazine's return with jubilation in online forums.

Phyllis Hoffman, CEO of Hoffman Media, observed: "Women across the country have longed to have their beloved Victoria back and now they will." She added: "Victoria is a perfect fit for our roster of lifestyle titles that share a similar editorial and demographic focus. We're thrilled to work with Hearst to revive this brand for a more targeted audience of women."

From its birth in 1987, Victoria earned a devoted following among women interested in so-called romantic living--a lifestyle that values particular aesthetics, often with a 19th century feel (the title seems to hearken back to the Victorian age). Victoria's content includes advice and how-tos for home and garden, fashion and beauty, food, decorating, and collectibles, as well as profiles of remarkable women. Its mission was to create a community of kindred spirits--those who recognize the importance of beauty and manners and traditions in daily life. In its new form, Victoria magazine will again take its place as the official guide to gracious living.

TV Guide Carries a Hospital Gown to Promote "Grey's Anatomy"

The September 24th issue of TV Guide will include a hospital gown inserted by ABC to promote the new season of "Grey's Anatomy," beginning September 27th. The life-sized hospital gown is being delivered to subscribers along with the magazine in New York and Los Angeles. Marla Provencio, executive vice president of marketing for ABC Entertainment, remarked: "This is a great opportunity and a fun way to get viewers excited about the return of 'Grey's Anatomy,' and TV Guide is the perfect place for it."

Men's Health Will Raise Rate Base for Fifth Year Running

Men's Health is set to raise its rate base yet again--from 1,750,000 to 1,775,000, beginning with its January/February 2008 issue, according to vice president and publisher Jack Essig. The increase marks the fifth straight year that Men's Health has upped its rate base. The magazine is riding a wave of advertiser interest as it heads into the last quarter of 2007, with ad pages for the year to date up 14.1% compared to the same period in 2006.

Kiplinger's Goes Green

Kiplinger's Personal Finance is devoting its entire October issue to the environment. The issue, which goes on sale September 18th, will include articles detailing the impact of individuals and businesses on the environment, and advice for individuals who want to lessen their personal impact. This will include investigations of the environmental aspects of many of Kiplinger's core subjects, including saving and investing, taxes, credit, homeownership, and car buying.

Brooker Leaves Portfolio

Katrina Brooker, a senior writer with Portfolio, is leaving the magazine to return to her previous employer, Fortune magazine. Before leaving in June 2006, Brooker had worked at Fortune for eight years, where she made her reputation as a business reporter. During her time at Portfolio, she penned high-profile pieces on subjects including disgraced Tyco executive Mark Swartz.