TRIO OF TIME INC. MAGAZINES JOIN FORCES IN AD PACKAGE: PERSONAL-CARE EMPHASIS TOUTED AS ALTERNATIVE TO SEVEN SISTERS

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Time Inc.'s Cooking Light, Health and Weight Watchers are banding together in an effort to grab some ad dollars away from traditional women's service and beauty publications.

The three magazines, with a combined rate base of 3.3 million, are offering beauty and cosmetics marketers "The Beauty of Three," a package in which advertisers can make one buy to run in all three books.

REACHING DIFFERENT READERS

The package is being pitched to advertisers as a way to reach a different audience from the one that normally reads women's service titles. Costs per thousand will be competitive with the service books.

"We're all magazines that approach personal care in a unique way," said Chris Allen, Cooking Light publisher. "What the advertiser can do is eliminate a good reach vehicle, but one that is largely redundant, and replace it with three completely new audiences in a high-growth area-personal care."

The package will have a higher rate base than only one of the Seven Sisters, Redbook, at 2.8 million. But it will have a larger guarantee than both the 2 million rate base Glamour and Cosmopolitan, the two leading-circulation beauty and fashion books. Cosmo will increase its rate base to 2.3 million with the January issue.

"Our three magazines target to slightly more mature audiences," Mr. Allen said.

Andreas Wiele, senior VP-general manager at Family Circle and McCall's, questioned how much appeal the "The Beauty of Three" strategy will have for advertisers.

"Advertisers still primarily buy magazine by magazine," Mr. Wiele said. "You never put a magazine on the schedule that doesn't belong there. If it doesn't fit the marketing goal of the advertiser, it doesn't fly."

CRUISE SPONSORSHIP

The package is being offered to advertisers immediately. Mr. Allen said placement in each magazine will be negotiated. Advertisers also will have the chance to sponsor a "Beauty of Three at Sea" cruise that will offer sampling and product demonstration.

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