Ms. Heatly said Bauer had convinced her that Cocktail will be different than the existing women's magazines. "It's the newsstand proposition," she said. "I have a favorite magazine and it's a monthly. I'm a busy person. I get so excited when it gets there, then it sits on my coffee table and I never get to it. This is something that's going to have beauty, fashion, relationship info, but it's going to be every week."
"The readership that we're looking at is as low as 18 going up to 34," she said. "They want it fast, they want it digestible, they want to get through it and then they want to see it the next week."
Bauer plans to introduce Cocktail on Sept. 21 with a cover price of $2.49. The company has found big success with $1.99 titles such as In Touch Weekly, which launched in October 2002 and sold an average of 1.2 million newsstand copies during the second half of last year, according to Bauer's report to the Audit Bureau of Circulations.