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The biggest challenge of the relaunch of gracious-living Victoria magazine - a joint venture between Hoffman Media Inc. and Hearst Magazines - is positioning it to advertisers, says Hearst Magazines president Cathie Black.
Black is telling advertisers, “It doesn’t matter if you don’t get it. The readers get it. Maybe more than any magazine we publish except maybe O [the Oprah Magazine],” writes WWD.
The magazine describes itself as the authority on gracious living and has a decidedly romantic bent - a sensibility which Black herself acknowledged, to a roomful of potential advertisers at Le Bernadin, is unfamiliar to her.
Victoria was published by Hearst until 2003 and will now be entirely under the direction of Hoffman, publisher of Southern Lady, Cooking with Paula Deen and Just CrossStitch.
In September, the companies said that launch plans for the magazine include heavy newsstand distribution, strong internet presence, and targeted direct-mail campaigns. The ultimate goal is to reach 250,000 paid copies after two issues.
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Fox…
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Conducted for…
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