Bet is set for 'Us Weekly' as showtime approaches

Kerwin, Ann Marie
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, p3
Trade Publication
This article discusses publishing executive Jann Wenner's magazine Us Weekly and its attempt to compete in the weekly entertainment magazine market previously monopolized by Time Inc.'s People magazine in the U.S. as of March 2000. Us Weekly, which makes its debut March 17, will be the largest weekly launch in the U.S. since Time Inc.'s Entertainment Weekly in 1990. For Us Weekly to succeed, it needs more readers, specifically newsstand buyers. The magazine will have 150,000 checkout pockets as of launch, up from the 70,000 the monthly version used. Every issue of Us Weekly will be at the top of the rack and will be heavily promoted on radio with issue-specific advertisements created by Austin, Texas-based GSD&M. The road to the relaunch has been complex. Mr. Wenner tapped Terry McDonell, the former Esquire editor who had been fronting Wenner Media's Men's Journal, to serve as editor of Us Weekly.


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