Bauer Media — the German writer that offered its steady of popular culture and teenage magazines three years in the past — is leaping again into superstar rags in a brand new enterprise with Drew Barrymore.
In accordance the corporate, “Drew” will probably be “optimism in journal kind.” The brand new quarterly is “a feel-good print product dedicated to magnificence, love, and enjoyable” whose shiny pages will probably be stuffed with “colourful images and tales about what to see, the place to go, merchandise to make use of, recipes to make and a lot extra.”
And Barrymore is quoted as saying she’s dreamed of getting her personal journal since she was in her teenagers.
It’s a dramatic reversal for Bauer, which in June 2018 offered 13 superstar and teenage titles together with Nearer, In Contact and Life & Fashion to American Media, the proprietor of the Nationwide Enquirer — headed by Trump pal David Pecker — which subsequently modified its title to A360Media.
“The content material, cadence, and shopper of the superstar/leisure magazines that Bauer offered to AMI in 2018 couldn’t be any extra completely different from Drew,” stated a Bauer spokeswoman. “When Bauer made the choice to focus its portfolio on its ladies’s service enterprise, CEO Steven Kotok was clear that he had each intention to additional develop this sturdy enterprise.”
Drew is definitely the second new journal that Bauer has launched into the enamel of the recession. In December, it launched one other eponymously titled journal, Pleasure the Baker with meals blogger Pleasure Wilson. That’s now quarterly. Drew is beginning slowly with its first challenge hitting newsstands this week with a second challenge not scheduled till the autumn. Each will carry the comparatively excessive cowl value, $9.99.
In some ways, the most recent launch is a contemporary refinement of a technique that was ushered in by Martha Stewart within the Nineteen Nineties and her partnership with Time Inc. to launch Martha Stewart Dwelling. Twenty years in the past Hearst teamed up with Oprah Winfrey to launch O, the Oprah Journal and Reader’s Digest in 2005 launched Each Day earlier than promoting it to Meredith in 2011.
The Oprah and Rachael Ray titles now seem quarterly with $9.99 cowl costs. MSL nonetheless publishes 10 points a 12 months at a canopy value of $4.99.
“The main target is extra on service by way of the superstar somewhat than superstar information and views,” in line with professor Samir Husni, founding father of the Journal Innovation Heart on the Faculty of Journalism and New Media on the College of Mississippi.
Superstar-themed magazines could be problematic. Hearst minimize Good Life with Dr. Mehmet Oz again from a daily frequency journal to high-priced quarterly when remedies endorsed by the center surgeon drew authorities scrutiny. And Condé Nast stopped publishing Gwyneth Paltrow’s Goop journal when the actress wouldn’t let remedies and therapies she endorsed to be vigorously truth checked.
However, “This style of magazines is proving to be what the physician ordered throughout this pandemic and past,” Husni stated. “I count on to see extra partnerships like this sooner or later. Service journalism is a should, the superstar is the icing on the cake.”