Hearst Magazines plans to publish two test issues of a new lifestyle magazine with celebrity physician Dr. Mehmet Oz in the first quarter of 2014, the company said today.
The company plans to distribute about 350,000 copies of the first issue to newsstands and another 450,000 to certain subscribers of other Hearst titles. A second issue is set to follow. If the company deems the results a success, the magazine could move to a regular frequency in the second half of the year.
Dr. Oz, whose regular appearances on The Oprah Winfrey Show led to "The Dr. Oz Show," has contributed to several Hearst titles including Woman's Day, Good Housekeeping and Esquire. The new Oz venture will feature content on physical and emotional wellbeing, food, beauty and "real" women's stories, Hearst said. The company has not yet announced a name for the title.
The new magazine is meant to repeat the success of Food Network Magazine, which it introduced in 2008, and HGTV magazine, which debuted in 2011. Both titles are joint ventures based on TV properties, which helped deliver built-in audiences to the print products -- and advertisers. Food Network Magazine's ad pages in the issues from January through July increased 10.6% with the period a year prior for a total of 588.7, according to the Media Industry Newsletter. HGTV's ad pages hit 454 through July, a 692.1% jump, aided significantly by five more issues this year than last year, according to MIN.
Hearst also publishes O, The Oprah Magazine, a joint venture with Ms. Winfrey's Harpo Productions.
"Hearst has a very successful track record of partnering with unique brands and personalities to create engaging content for readers," Hearst Magazines President David Carey said in a statement. "Dr. Oz's spirit and message clearly resonate with American women, and the time is right to translate that into a print and digital magazine that will introduce an entirely new category to the market."
The company plans to announce a name for the magazine in the coming months. Its development has been long rumored and was reported earlier this year by The New York Post.