Its title is ungrammatical (an adverb should modify an adjective) but undeniably punchy, and now, four years after its launch, Time Inc.'s Real Simple is an inarguable hit. I lunched last Monday with its publisher (there from the start), Robin Domeniconi, and Managing Editor Kristin van Ogtrop (since last April). Says Robin: Ad pages rose in 2003 by 40% over 2002 to 1,230 pages, revenues were up 90%, and from a standing start, they're selling 1.5 million copies (it's a 10x book), and pulling an MRI-measured audience with household income of $90,000, which she says is tops among all women's magazines. Kristin, formerly exec editor of Glamour, was recruited for the Simple job by Corporate Editor Isolde Motley, to whom she now reports. Robin, associate publisher at launch time, reports to Nora McAniff. And the brass ought to be pleased so far since of all the sub-based mags in Time Inc. history, "RS moved into the black the fastest." Can Kristin differentiate between her book and Conde Nast Publications' hit Lucky? "Real Simple is completely different, a magazine to make life easier and better. Lucky is a shopping guide." Adds Robin, "When we do fashion, the retailers tell us they get a bigger reaction in RS than in Lucky, Harper's Bazaar, or Marie Claire. Readers really trust us." The big ad categories are beauty/fashion, food, automotive and home. And they never (well, they did once or twice but it didn't work) put a celeb on the cover.
Jacqueline Hernandez-Fallous is the new publisher of People en Espanol.
Wiley just published "Precision Marketing: The New Rules for Attracting, Retaining and Leveraging Profitable Customers." And let's not have any "unprofitable" customers slipping in there. Authors are Jeff Zabin and Gresh Brebach.
New marketing chief at National Geographic is Suzanne Samour. She previously was at the Washington Post in program development.
Long Island Congressman Peter King has a new novel, "Vale of Tears," coming out from Taylor Publishing, all about Sept. 11 and cast into the near future. He's on the House Select Committee on Homeland Security.
Outdoor Life Network hired Picabo Street to host a new show, "SnowZone." Great gal, the best name, superb skier.
National Journal calculates if you converted the budget deficit into one dollar bills, the stack would be 41,000 miles high. Is there a campaign issue here somewhere?