Hearst executives are moving closer to launching a new self-help
magazine with Dr. Mehmet Oz, according to reports from ad-agency honchos who
have discussed the matter with the publisher. If the plans, now in the final talking stage, come to
pass, the new title will debut with a January/February issue that will be one
of the biggest launches in magazine history. One source said that the company is predicting a rate base
of 800,000, with 350,000 from newsstand sales and the rest to selected
subscribers. Madison Avenue sources say that corporate Executive Vice
President of Sales Jeff Hamill has been talking to prospective media buyers.
The project on the edit side is being overseen by Hearst Editorial Director
Ellen Levine. “There was no creative or anything to look at, but a
lifestyle approach different from the field,” said one source who was involved
in the discussions. Oz will only give final approval if he is convinced the
project will be a huge hit. Oz’s highly rated talk show is already carried by
many Hearst- owned television stations. A joint venture with Hearst is expected
to be constructed, similar to the deal the publishing house has with Oprah
Winfrey and her Harpo Productions to publish O, the Oprah Magazine. Hearst has
big hits with its last two joint ventures, HGTV magazine and the Food Network
Magazine, both with Scripps.
