Hearst's Shop Etc. Magazine Challenges Conde Nast's Lucky

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Hearst Magazines will debut Shop Etc. on newsstands Aug. 17. The new publication is its 19th U.S. title and a direct rival to Conde Nast Publications' successful women's shopping magazine Lucky.

Published three times this year and 10 times in 2005, the new title's mix of style and service is targeted at women between the ages of 25 and 49. The initial rate base is 400,000 and subscription costs $12 for 12 issues.

"The whole reader-to-retail genre has really taken off with consumers and we felt the time was right to launch a magazine at Hearst entirely dedicated to shopping," Cathleen P. Black, president of Hearst Magazines, said in a statement.

Shop Etc. will divide its sections into fashion, home and beauty. Each section will feature content on products, ideas, trends and information to make shopping easier.

The magazine will also have three checkbooks with voucher offers from fashion, home and beauty retailers. A column named "Top Floor" will highlight products available only to the Shop Etc. reader.

The first issue has 97 advertising pages, including advertisers like L'Oreal, Saks Fifth Avenue, Estee Lauder, Banana Republic, Jeep, Prada, Visa, Martex and The Home Depot. A full-page four-color ad costs $28,000.

Shop Etc.'s page size, 8 ¼ by 10 inches, is modeled after the typical catalog.

A companion Web site at shopetc.com is accepting subscriptions and e-mail signups. It also displays advertising information.

Plans call for the fall/winter issue to hit newsstands Oct. 5 with a holiday copy slated for Nov. 16.

Mandi Norwood is the editor-in-chief and Cynthia Lewis is vice president and publisher. Nora Sheehan is creative director.

Hearst Magazines, New York, publishes titles such as Cosmopolitan, Marie Claire and House Beautiful.

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