Besides the CNN/Time "Newsstand" partnership and Ziff-Davis affiliate ZDTV, Hachette Filipacchi Magazines recently started a daily "Woman's Day" cable show on the new PaxTV network, co-hosted by former Miss America Phyllis George.
FROM OTHER TITLES
While the program is modeled on the content of Woman's Day, delving into issues such as fashion, parenting and homemaking, it also culls material from other Hachette titles, including Eating Well, Elle, Family Life and Mirabella.
"It's not so literal an interpretation as to take the pages of Woman's Day and bring it to life on TV, but the show will give us an opportunity to utilize a number of our magazines and focus on them as they relate to a day in the life of a woman," says Hachette Productions President Michael Berman. "The show really provided us, given the range of magazines we have, a perfect forum to branch out into a whole new venue."
Hachette is planning more magazine-inspired shows, including a Car & Driver series for Nashville Network, set to debut early next year.
Conde Nast Publications' Web site Epicurious, a spinoff of Bon Apetit, Gourmet and Conde Nast Traveler, last month became a weekly series on Discovery Channel. The company bills Epicurious as "the first true multimedia cooking experience for consumers."
FOOD PROGRAM DIFFERS
The Conde Nast Epicurious program differs from such popular shows as the syndicated "Martha Stewart Living" and Food Network's "Emeril Live" in that the Conde Nast program's more about food preparation than personalities, explains Sarah Chubb, director of CondeNet (www.condenet.com).
VIEWERS WANT INFO
"There are a lot of TV shows about food hosted by some guy who's funny to watch, or that are as much about [a region] as its food," she says. "What we've learned about our constituents is they love information. [This show] is not so much about the selling of a lifestyle."
Each episode focuses on the preparation of a menu-Lobster Newburg this week, Virginia Crab Cakes the next-with the recipes and streaming video carried on the Web site. The TV show also features field trips intended to explore the history, culture and business.
Conde Nast had been negotiating a $1 million integrated ad package with General Motors Corp. that would have encompassed Bon Apetit, Gourmet and Conde Nast Traveler and the Epicurious Web site and TV show, but the deal fell through as the carmaker's profit-draining strike dragged on earlier this year.
But the show has garnered advertising support from Ford Motor Co. and Chrysler Corp. as well as travel and technology clients.
At Times Mirror Magazines, Today's Homeowner in June spawned a syndicated TV show of the same name, after establishing syndicated TV programs based on The Sporting News and syndicated radio programs based on Field &Stream.
"Just as magazines have a high-failure rate, new TV shows have a high-failure rate," says Senior VP-Group Publisher Jason Klein. "We think by working with the right partners and leveraging our promotional capability, we can build on those odds."
Hearst Magazines has built a virtual industry around its Good Housekeeping franchise, having extended the venerable women's title into network TV, newspaper columns, radio, books, videos and more. In August, the monthly announced it will offer local TV stations "Good Housekeeping Reports," pre-produced segments offering advice on household, family and health matters.
The 90-second spots will be delivered to stations via satellite twice a month beginning next year.
The magazine this year also brought in its first-ever managing director of brand development, Michelyn Camen, a former licensing director for Playboy Enterprises, to explore future partnership possibilities.
"We feel we've been imparting useful information in our magazine for many years, and now is a good time to do the same type of thing using other media," says Good Housekeeping Special Projects Director Richard Eisenberg.
" `Branding' is an overused term, but magazines are finding that they are brands, especially the ones which have been around awhile. [Cross-media deals] are a way to make the most of what we've got."