Victoria Magazine to Relaunch

Hearst Strikes Deal With Hoffman Media for Its Shuttered Title

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NEW YORK (AdAge.com) -- Hoffman Media, a Birmingham, Ala.-based publisher that last year launched a cooking title with Paula Deen, has persuaded Hearst Magazines to let it revive Victoria, a title it closed in 2003.
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Victoria under Hearst was founded by Nancy Lindemeyer in 1987. She produced a magazine that emphasized "romantic living," and put that lens on topics including home decorating, gardening, food, fashion, beauty and women who founded companies that mainly sold products the matched the magazine's flowery vision.

Joint venture
Now Hoffman and Hearst have formed a joint venture to revive the Victoria brand name, with editorial, advertising, production and promotion entirely under the direction of Hoffman. Hearst contributes the Victoria trademark, copyright, URL, subscription database and access to historical content of both editorial and art. Hoffman's plan is to re-establish Victoria as "the official guide to gracious living," according to the release, for "those who recognize the importance of beauty and manners and traditions in daily life."

"Women across the country have longed to have their beloved Victoria back and now they will," Phyllis Hoffman, CEO, Hoffman Media, said in the statement. "Victoria is a perfect fit for our roster of lifestyle titles that share a similar editorial and demographic focus. We're thrilled to be working with Hearst to revive this brand for a more targeted audience of women."

Goal: 250,000 paid copies
Hoffman's ultimate goal for the launch will be to reach 250,000 paid copies after just two issues. The new Victoria will be published bi-monthly with its first issue hitting newsstands in October 2007 with a November/December issue. Cover price will be $4.99. Launch plans for Victoria include heavy newsstand distribution, strong internet presence and targeted direct-mail campaigns.

Hoffman Media also publishes titles such as Southern Lady, Tea Time and Taste of the South.
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