The Buzz

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First, Mark Victor Hansen and Jack Canfield wrote "Chicken Soup for the Soul," a short book of inspirational stories. Second, they took over the world. Or at least The Buzz sometimes thinks they did, given that the original "Chicken Soup" has spawned a series so far-ranging that it includes "Chicken Soup for the Prisoner's Soul," "Chicken Soup for the Military Wife's Soul" and "Chicken Soup for the Soul Nascar Xtreme Race Journal for Kids."

Now comes the newest Soup, Chicken Soup for the Soul Magazine, which is scheduled for a July 26 debut at retailers including Wal-Mart and Barnes & Noble. Its service articles and inspirational stories will echo those of the book series, which has sold more than 100 million copies.

"We think there's a giant niche for people who just want wholesome, good, insightful, wise, informative, classy magazines," Mr. Hansen said.

His wife, Patti, put it another way: "A lot of the magazines have tried to steer themselves more toward the sensational than necessary," she said. "Not every American woman needs to know how to achieve a better orgasm."

While The Buzz welcomes any wholesome magazine that can survive the modern media business, we wondered whether the "Soup" brand's Manifest Destiny would stop anywhere short of pet food? Oops, too late. Chicken Soup for the Kitten Lover's Soul Kitten Formula is available online and in pet stores nationwide.

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