Hearst’s joint-venture magazine with Dr. Mehmet Oz, one of the biggest magazine launches of 2014, will debut on newsstands Feb. 4 with a respectable 66 ad pages in a 148-page issue.
The popular syndicated talk show host, sometimes dubbed America’s Doctor, is the cover boy, as The Post first reported.
With the industry only slowly coming out of its long malaise, it may be the only big bet from a major publisher this year.
“They were smart to get him — but nothing is automatic these days,” said Steve Cohn, editor in chief of Media Industry Newsletter, of the effort by Hearst brass.
The magazine is officially called, “Dr. Oz The Good Life,” and the gamble by Hearst is that it can carve out its own niche against a wide number of health, fitness and lifestyle tiles.
“Consumer interest in living a healthy lifestyle is huge and we think there is a lot of white space for a magazine that is fun and energetic,” said David Carey, president of Hearst Magazines.
Hearst is considered the expert in launching joint ventures, stretching back to its successful debut of, “O, the Oprah Magazine” in 2000 through its more recent hit, “The Food Network Magazine,” which is publishes with Scripps Interactive.
The Food Network Magazine has a circulation of over 1.7 million while a second joint venture with Scripps Networks, HGTV Magazine, has a circulation of over 1.2 million.
O was a hit out the gate and the two JVs with Scripps both reached profitability inside of two years — which is considered quick.
The Good Life will distribute 375,000 to newsstands with a $3.99 cover price and send another 425,000 free to subscribers culled from the lists of other Hearst magazines. Carey said it even before it hits, about 50,000 have signed up for subscriptions.
Advertisers in the debut issue include: Walmart, Garnier, Mazda, L’Oreal Paris, Campbell’s, Dove, Nabisco, Oscar Mayer, Neutrogena and Rado Switzerland.
A second issue of The Good Life is planned for May/June.
Carey won’t say how much Hearst has budgeted for the launch-to-profitability date but does say after two test issues Hearst will recalibrate its plans. If all goes well, the plan calls for 10 issues a year at some point down the road, Carey said.
Oz, a 53-year old cardiothoracic surgeon with bestselling books, a popular web site and the nation’s No. 4-four ranked syndicated TV talk show, averaging 2.8 million viewers per show, seems to be at the height of his popularity.
However, linking a magazine to a personality, while a quick way to generate early buzz, is not always a formula to long-term profitability in the beleaguered magazine business these days. Just ask Condé Nast and Jane Pratt, who could not save Jane, or ask Rosie O’Donnell, who crashed and burned when she and the now defunct Gruner + Jahr USA unsuccessfully converted McCall’s into Rosie.
The combination of a TV celebrity with good management can lead to a long, profitable relationship.
O, the Oprah Magazine with Oprah Winfrey is still profitable for Hearst — although no longer the No. 2 title at the company — and Meredith seems to have recovered the mojo of Everyday with Rachael Ray after it stumbled in its final days under Reader’s Digest Association, just to name two happy examples.
Martha Stewart Living had a brief return to a good thing – profits — in 2008 after the Domestic Diva got out of prison, but publishing has been a drain on the company’s merchandising business ever since.
Professor Samir Husni, head of the magazine journalism program at the University of Mississippi says that while only one in five magazines reaches its fifth birthday, he thinks Oz’s mag has staying power.
“I am a betting man and I bet that this new venture will enjoy a good life,” he said.
For his part, Dr. Oz is pledging he will not micro-manage the title, a charge some celebrity editors would have been found guilty of committing.
“I’ll write the opening column (called ‘From the Heart’) and the closing column (dubbed ‘Dr. Oz Rx for….’),” Oz told The Post. The good doctor will also have a rotating panel of experts contributing to each issue.
“I read every article and interject where needed, but I don’t want to interfere,” Oz said. His wife, Lisa, will be the day-to-day liaison for him to the magazine.
As his popularity grew, Oz has become a sought-after cover subject and his appearance on other mag covers almost inevitably turns out to be that title’s best-selling issue of the year. With that data in hand, Oz, at least at the outset, plans to be on each cover of his magazine.
“I’m not planning any issues with me not on the cover,” he said, although not averse to switching off at some point. “I’m going to be on the covers as long as I feel there is a need for me to be there.”
That is different than the approach of Rosie and Oprah. Rosie once demanded of her staff to, “Get my fat f—ing face off the cover.” Oprah is so bothered by the process she combined three cover shoots at a time.
As long as he keeps his cover magic status, Hearst is probably hoping he doesn’t lose his enthusiasm for cover shoots.
“I’m never been bored with them and I’ve sat for enough,” Oz said of the cover shoots. “I’m actually fascinated by the whole process, watching how certain photographers work.”
“I’m a big fan of magazines,” said Oz. “It’s the completing piece of the media puzzle.”
And Carey said Hearst is not too worried about competing in a crowded field.
“Every category seems crowded until a fresh new voice comes along,” Carey noted.