HEARST START-UP 'WEEKEND' NAMES PUBLISHER

Lauren Michaels Joins as Magazine Increases Frequency

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NEW YORK (AdAge.com) -- Hearst Magazines today named Lauren Michaels as publisher at its new lifestyle title, Weekend magazine. Ms. Michaels had been associate publisher at another Hearst publication, Good Housekeeping.

'Weekend' is viewed by many as Hearst's effort to compete with Time Inc.'s 'Real Simple.'
The move furthers Weekend’s emergence from the test phase and into regular publishing. Hearst said two weeks ago that it had approved an increase in frequency for the magazine, which published two issues in 2005. Next year it will publish five issues, beginning with a May/June edition.

Taking on 'Real Simple'
Weekend is considered by many an effort to duplicate the monstrous success of Time Inc.’s Real Simple, another book that offers thoughts on food, entertaining, organizing and decorating. Both were founded by Susan Wyland, now Weekend’s editor in chief.

Before joining Good Housekeeping in 2003 as executive director-long term strategy, Ms. Michaels held publishing positions at titles including Harper’s Bazaar and Marie Claire.

Next year, Weekend will offer advertisers a guaranteed paid circulation of 300,000 and sell on the newsstand for $3.99.

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