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

Share this content:
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.


Loading links....
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here