The Buzz

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Despite the massive circulation of its flagship title-10.1 million-Reader's Digest Association and "buzz" do not often appear in the same sentence. But the company hopes that will change when Every Day With Rachael Ray, its first big, new home-grown magazine, appears next month.

Ms. Ray, cooking's latest multimedia personality and already a winning host of four Food Network shows, may annex still more public attention soon. Even Oprah Winfrey's Harpo Productions is getting on the Double R train, teaming with the Food Network to produce a pilot episode of a syndicated Rachael Ray program for distribution by King World.

The magazine print run, once planned for around 600,000, will now reach 850,000, with a circulation guaranteed to advertisers of 350,000. The first issue will include marketers such as Lee Jeans, L'Oreal, General Motors and Michelob.

RDA, having purchased the oh-so-democratic "Tastes of Home" titles, which act as a giant recipe swap for readers, seems to have made a shrewd choice in Ray. She's been vilified by foodies and professional chefs for her down-and-dirty approach to getting dinner on the table, but looking out at the heartland, its seems to the Buzz a lot more people just want to feed the kids and then go watch the Food Network than spend all night on a killer gourmet feast.

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