TIME INC. TAKES WRAPS OFF NEW WAL-MART TITLE

'All You' Magazine Set to Debut in September

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NEW YORK (AdAge.com) -- The long-expected announcement of Time Inc. giving the green light to its Wal-Mart project came this morning, as Time Inc. Chairman-CEO Ann Moore and Editor in Chief Norm Pearlstine sent
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out an internal memo laying out the monthly's name, All You, and top staffers. Isobel "Bella" Price is the editor and Diane Oshin the publisher.

500,000 rate base
All You will be a newsstand-only title distributed exclusively through Wal-Mart stores. Its initial rate base -- or guaranteed circulation for advertisers -- will be 500,000. It will compete against lower-priced women's service titles, such as Bauer Publishing's Women's World and First for Women. Those titles typically sell at price points of $1.99.

"I'm so pleased to launch a magazine that speaks directly to this reader. She's self-reliant and down-to-earth with realistic expectations," Ms. Moore said in a released statement.

All You will cover topics ranging from home repair to interpersonal relationships, the common thread being "real-life, practical solutions," Ms. Moore said.

Veteran staff
Ms. Price comes from Time Inc.-owned subsidiary IPC Media, London, and has served as editorial director of five shelter magazines, including British titles Homes & Gardens and Ideal Home. Ms. Oshin was most recently group publisher of Time Inc's Parenting Group.

"Bella and Diane are two experienced, savvy, topnotch professionals, who we're confident are the ideal team to head up" All You, the internal announcement from Ms. Moore and Mr. Pearlstine said. The two executives in that same internal memo said All You "represents a significant step in Time Inc.'s ongoing strategy of generating growth in our core magazine business with innovative launches."

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