HEARST NAMES NEW SHOPPING MAGAZINE

'Shop Etc.' Is Latest Entry in Hot Category

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NEW YORK (AdAge.com) -- The Hearst women's shopping magazine that was code-named "Scoop" during its development will be launched in September 2004 as Shop Etc., according to the publisher.
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Unnamed Title Will Be Similar to 'Lucky'

Shop Etc. was developed under former Mademoiselle editor in chief Mandi Norwood and former Harper's Bazaar publisher Cindy Lewis. They will remain editor and publisher of Shop Etc., overseeing the editorial and business side as the new title goes to newsstands.

Older audience
A Hearst executive previously described the title as a more "sophisticated" take on motifs made familiar by Conde Nast Publications' wildly successful Lucky -- which presumably means, in part, it will be aimed at an older audience. It will take a slightly broader focus than Lucky, spotlighting fashion, beauty and home.

A Hearst spokeswoman said Shop Etc. would "be different from any other title on the market."

Hearst plans three issues in 2004 and at least a 10-times-a-year frequency in 2005.

New category
Hearst's green-lighting of Shop Etc. further testifies to the magazine world's endless ability to churn out versions of winning concepts. Lucky, Ad Age's magazine of the year, first appeared on newsstands only in 2000, but it has already birthed a new category.

Last week Fairchild Publications' announced it would launch a men's shopping title, Vitals, in September 2004. Fairchild's corporate sibling, Conde Nast, has already begun extensive marketing and promotional efforts touting the upcoming launch its male-aimed shopping magazine, Cargo, which will debut next spring.

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