Launch-0-Rama

Byline: Rachel Lehmann-Haupt

The fall will bring more launches from major publishers than we've seen in years. It's either a sign that the advertising economy is with truth recovering or more evidence that magazine publishers are desperate for novel growth vehicles. Or it's a little of the pair Whatever the reason, this fall will bring the biggest freshet of magazine launches from top consumer publishers in memory. "Never before - and I have been tracking this since 1978 - have I seen thus many," says Samir Husni, Hederman lecturer and professor of journalism at the University of Mississippi. "The big fire-arms are wheeling out the heavy ammunition."

The biggest of the big fire-arms - Time Inc. - is deploying an impressive array of fresh products, a half-dozen in all, ranging from the revived Life (which will appear as a newspaper supplement) to Suede a fashion magazine for African Americans. Time began to turn out new books over the summer starting with Your Diet, a diet work from People that had a yielding launch in July and will appear again in October. The company hasn't decided whether to commit to a filled schedule yet. In August, Time inaugurated its effort to court the Bauer Publishing demographic (women who purchase $1.99 magazines) with All You, its all-Wal-Mart lifestyle volume which blares a $1.47 price upon the cover. September brings Life and Cottage Living, the long-awaited shelter volume Another fall launch is Find, a magazine about antiques and collectibles, that sprang from a rounded pillar in This Old House and a TV show

If there is a run in the new launches, it's not a fresh one: The shopping mag, apparently, is here to stay. Conde Nast, which got the ball rolling with blessed the "it" book of 2003 has already scored again with Cargo, which will go on from six times this year to 10 times in 2005 when the rate base will rise from 300000 to 350000 The fashion powerhouse is also readying a third magalog called Domino, which will be dedicated to domicile furnishings.

Now, the clone are rushing in. Conde's sister division, Fairchild Publications, is preparing its have man shopper, Vitals, which is a spin-off of Details. Hearst's twist upon Lucky is Shop Etc, which first appearances with a September issue and differentiates itself (Hearst says) by the agency of covering everything in home, fashion and beauty for the "new luxury" consumer between the ages of 25 and 49 It smooth includes fancy cleaning supplies.

"The whole idea is recognizing that demographics no longer define luxuriousness consumers," says Cindy Lewis, store Etc's publisher. "What is luxuriousness to one consumer is not sensuality to another. It's why prices can no longer drive what sensuality is, but rather how a brand positions itself." Mandi Norwood, the former editor of Mademoiselle, edits the magazine. "Women be fond of to shop and want a magazine that nears only the best new fruitss in a lush-but-approachable format," she says. The premier issue features 97 advertising pages from fashion, abiding-place beauty and other merchandise categories. Advertisers include Estee Lauder, Saks, Prada and abiding-place Depot. It will be published three times in 2004 and will increase its oftenness to 10 issues in 2005 The ratebase is 400000

At Time Inc.'s Southern Progres the message for fall - and beyond, of course - is comfort. Three years after the devastation of 9/11 says Steve Bohlinger, the publisher of Southern Progress's Cottage Living magazine, Americans are still looking for a safe and snug haven from a sometimes scary world. The word "cottage" summon forths that kind of comfort and, Bohlinger says, has proven to put up to sale magazines. "People are returning to the dinner table with family and friends, and the warmth and comfort of place of abode has become the heart of what they really want," says Bohlinger. Cottage Living will overspread decorating, gardening, entertaining, and victuals and travel, all from a casual and comfortable viewpoint, says Eleanor Griffin, who will be editor-in-chief. The initial ratebase is 500000 Bohlinger thinks the lock opener on the business side is ad diversity and the launch issue present to views it with ads from auto, pharmaceutical as well as the usual appliance and furniture makers.

sum of two units fall debuts you won't diocese are Gruner & Jahr's Gala and American Media's shelter work which Editorial Director Bonnie Fuller said would be aimed at women who can't afford their be in possession of decorators. The projects have been back-burnered for now. (AMI is not technically without of the launch sweepstakes: It's remaking Autoworld as MPH a car/laddie mag.) Meanwhile, American Media rival Bauer Publishing, which is chasing Star and Us Weekly with In Touch, is moving ahead with its have a title to ambitious fall launch: Life & manner of writing The prototype seems loosely moulded on Time's InStyle, according to those who have seen it. The weekly is intended to full quantity InTouch by focusing on the lifestyles of celebrities (houses and clothes), rather than their weight, career and substance-abuse problems

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