Time Inc. Plans All You Magazine for Wal-Mart Shoppers

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Time Inc., the magazine arm of Time Warner Inc., in September will introduce a monthly women's magazine called All You, in yet another sign of the publishing industry returning to health.


The publication, whose cover price was not disclosed, initially will sell through Wal-Mart stores nationwide, followed by other retail channels. The deal trims marketing costs since Wal-Mart accounts for an estimated one out of seven copies sold on newsstands nationwide.


Advertisers have been guaranteed an initial rate base of 500,000 copies, aimed at value-conscious women, or essentially the typical Wal-Mart shopper.


The newsstand-only magazine's editorial content will range from interpersonal relationships to home repair without relying on models or actresses. It is Time Inc.'s first U.S. title launch since Real Simple in March 2000.


Bella Price is editor of All You. She was editorial director in Britain of IPC Media's Homes & Gardens, Ideal Home, Living Etc., 25 Beautiful Homes and Country Homes & Interiors. Time Inc. owns IPC Media.


Diane Oshin was named publisher. Oshin previously was group publisher of Time Inc.'s parenting group, overseeing ad sales and marketing for Parenting and BabyTalk magazines.


Time Inc.'s women's magazines include InStyle, Real Simple, Parenting, Health and People. The publisher claims their combined reach is 45 million.


News of All You comes as lifestyle icon Martha Stewart awaits sentencing after being convicted of charges related to insider trading. She plans to appeal, but that is no comfort to her self-named company, which publishes Martha Stewart Living, one of the more successful women's magazines.


Others, too, seek a slice of the women's magazine market. JC Penney in May will introduce a 1,700-strong range of home furnishings products from author Chris Casson Madden.


Also in May, Hearst Magazines will test O at Home, an extension of the popular Oprah Winfrey-branded title O. In the first week of March, Conde Nast Publications said it was working on a home version of its Lucky for women and Cargo for men shopping magazines.


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