The Critical 'I'

Read. React. Repeat.

Sunday, April 20, 2003

LIFETIME, IN MAGAZINE FORM
Synergies abound, especially where Disney is involved. The Mouse House, in partnership with publisher Hearst Corp., is launching the magazine version of Lifetime this week, hoping to capitalize on the popular women's-TV brand.

Since the target audience here--women in their 30s, constitutes a major part of the magazine-buying market, I'd have to say this is about as safe a bet for a successful launch as you can get. The advertising commitments reflect this.

Still, there may something to be said for this type of cross-branding not clicking. It's hit-or-miss, anyway. For every flop like Yahoo! Internet Life or Rosie, there's success in ESPN The Magazine and O!. If anything, the "magazine first, TV second" approach seems to work better, ala Better Home and Garden TV.