Bauer to Bow 'Cocktail Weekly'

Women's Service Title Aimed At 20-Somethings

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NEW YORK (AdAge.com) -- The publisher of In Touch Weekly and Life & Style Weekly is at it again, planning to introduce a young-women's service book called Cocktail Weekly on Sept. 21.
The magazine's intended readers are attractive to advertisers but underserved by publishers.
The magazine's intended readers are attractive to advertisers but underserved by publishers.

The title, priced at $2.49, will try to attract 20-somethings with a mix of celebrity news, relationship advice, health coverage and fashion and beauty spreads.

Attractive readers
The magazine's intended readers are attractive to advertisers but underserved by publishers, said Hubert Boehle, president-CEO, Bauer Publishing.

"The older age group for teen magazines and the younger age group for celebrity magazines kept telling us that there wasn't a magazine that really met their needs," Mr. Boehle said. "And, let's face it, this is the first generation of readers who grew up with the internet, so they are used to getting timely information. That is why Cocktail is a weekly."

Newsstand sales
Mr. Boehle said he hopes newsstand sales, always Bauer's chief concern in a magazine launch, will reach 500,000 within the first year.

Advertising Age reported last March that Bauer was developing a weekly combining elements of Cosmopolitan and Us Weekly.
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