Time Inc. funds development of women's title

Kerwin, Ann Marie
May 1999
Advertising Age;5/24/1999, Vol. 70 Issue 22, p2
Trade Publication
This article focuses on a seed money given to Clare McHugh, former editor of Maxim and New Woman magazine, by Time Inc. to develop a new magazine for the lucrative women's marketplace. McHugh, who has been working with Time Inc. since January 1999 on Sports Illustrated spin off SI for Women, approached editor in chief Norman Pearlstine with an idea for a new title aimed at women over thirty. Pearlstine skirted the normal path for magazine development at Time Inc. to find money for a prototype issue. McHugh described the magazine as being for people who are past reading Glamour and Cosmopolitan. She denied rumblings it is modeled after Maxim which has found success in the U.S. with an editorial formula that combines sex, beer and sophomoric humor. Time Inc. used to fund startups at the corporate level. But under CEO Don Logan, the company now operates as a group of decentralized business units. These days, it is difficult to start new titles outside of those units. Pearlstine did find corporate development fund for McHugh's prototype. But he has yet to seek out a champion for the project from within one of the business units.


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