Hearst partners with Scripps on new 150K circulation launch of ‘The Pioneer Woman’
Built around Ree Drummond’s blog and television show of the same name, the premiere issue will be distributed through Walmart stores, though Hearst hopes to sell subscriptions
Hearst loves creating print magazines around celebrities with television shows. Think O, The Oprah Magazine as one successful example, and Dr. Oz the Good Life as one not so successful example. In other words, it matters who the celebrity is, right?
Hearst is at it again, launching The Pioneer Woman Magazine with 150,000 copies in 4,000 Walmart stores. The launch is a joint effort between Hearst and Scripps Networks Interactive, built around Ree Drummond who has hosts the show The Pioneer Woman since 2011, and edited her blog of the same name since 2006.
While Drummond will serve as editorial director for the magazine, Food Network Magazine editor-in-chief Maile Carpenter edited the first issue.
The idea remains the same, tap into an established, loyal audience, with a print magazine.
“It’s no surprise that she amassed such a huge, loyal fan base. She talks to you like a friend, whether she’s making a weeknight dinner and walking you through every step—even the simplest ones, so no one feels left out—recommending a favorite new bag or just telling you a funny story about her day,” Carpenter said.
The plan is to sell two issues this year, and to try and lure subscriptions. The Walmart tie is due to the branded cookware deal with the mass retailer. The premiere issue is 124 pages with 35 pages of advertising according to those who have seen the actual print edition. As with all launches, one really won’t know whether those are spec ads or actual paid ones, but we’ll probably get an idea once the September issue arrives.