The Buzz

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THE LATEST in the hedged launch-offshoots of existing brands, like Teen People-comes courtesy of Town & Country Weddings. DNA and some distribution comes, of course, from Hearst Magazines' luxury lifestyle title.

The basics: Around 150,000 copies polybagged with major-market T&C subscribers hitting mailboxes this week ; around 75,000 hitting newsstands later this month. Full color ad pages: $17,710. Ad pages in debut issue: 70, out of 126.

The Buzz's backstory: In tough times, while the big luxury houses are still crying and all magazines struggle for share, where does a title turn but to line extensions? Town & Country Publisher Jim Taylor disagrees, to a point. "We are just catching up to the natural growth of the affluent market," he said, citing the swelling ranks of households with $1 million-plus net worth even after the stock market tanked. The mother ship's ad pages are up 4.8% through June.

Still, the niche is crowded. Conde Nast Publications owns Modern Bride and Bride's, and while indie Elegant Bride is up for sale, there are still offshoots like the quarterly Martha Stewart Weddings and the twice-yearly In Style Weddings sucking up some oxygen. And The Buzz can't help but notice some very Martha-esque touches in the title, most notably in its layouts depicting actual weddings of the gorgeous and privileged.

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