• by Erik Sass , April 2, 2008

Lisa Delaney is leaving her position as executive editor at Health to become editor of Spry, the new health-focused lifestyle magazine from Publisher's Group of America. Like PGA's other publications, American Profile and Relish, Spry will be distributed via newspapers and will launch in September with a circulation of 9 million.

"The company's success with Relish really intrigued me," said Delaney, who is bringing "a whole laundry list of ideas" to the new pub. While she didn't give away too many details, they include "lots of community, both online on the Spry Web site, and offline" through clubs and events.

Delaney added that the magazine's target readers--women in their 30s to 50s--is an ideal audience. "You're talking to a very motivated group of people, no matter where they are on the spectrum." She noted that many women in this age bracket are entering an exploratory phase of life, when "they're trying different things, and many of them are becoming active for the first time in their lives."

Spry will also appeal to younger women, Delaney predicted, as their interest in healthy lifestyles is triggered by events like having a baby and career stress.

All this, in turn, jives well with the community theme, since online groups and real-world events allow them "to support each other and inspire each other."

"Even the word 'health' has assumed a new meaning," she notes. "Ten years ago, it just meant going to the doctor's office. Now it's the spa," and a host of related lifestyle accoutrement for exercise, cuisine and travel. American consumers in general are also becoming more savvy--or fickle--in terms of what products they like.

While marketers used to believe that consumers formed lifelong brand loyalties in early adulthood, that's no longer a safe assumption, she adds--believing there is more opportunity for brands to sway middle-aged consumers with effective messaging.

Prior to Health, Delaney also served as senior editor of Cooking Light and Prevention. Her bio makes her an especially good fit, including 20 years as a marathon runner following her loss of 70 pounds, recounted in her book "Secrets of a Former Fat Girl."

Spry is the newest addition to the PGA's portfolio of newspaper-distributed magazines, which have prospered in recent years by targeting C and D markets. Older pubs, like Parade and USA Weekend, battle each other in A and B markets. In 2007, PGA's American Profile saw ad pages increase 9.5% compared to 2006--to 631--while Relish, a monthly food pub, grew 57% to 206.

Spry's launch was announced simultaneous with the acquisition of PGA by private-equity investors from Shamrock Capital Growth Fund and Bain Capital Ventures in early December 2007.