Hearst Magazines Launches Shop Etc. Magazine

Posted on August 27, 2004

Hearst Magazines President Cathleen P. Black recently announced the launch of a new women's shopping magazine called Shop Etc., which debuted on newsstands nationwide on August 17, 2004. The magazine covers fashion, home and beauty shopping. The new title will be published three times in 2004 and will increase its frequency to 10 issues in 2005. It will launch with an initial rate base of 400,000. The magazine's creative

"The whole reader-to-retail genre has really taken off with consumers, and we felt the time was right to launch a magazine at Hearst entirely dedicated to shopping," said Black. "Shop Etc. is highly unique and a terrific blend of style and service for the 25-49 year old consumer."

Like a department store, Shop Etc. offers three separate shopping experiences -- one for fashion, one for home, and one for beauty. Each section will feature the best-of-the-best products, ideas, trends, and information that will make shopping easier and faster. In addition, Shop Etc. will provide a number of exclusive shopping perks throughout the magazine. These include a series of editorial "smart checks" -- three checkbooks filled with unique offers from fashion, home and beauty retailers, and a column called "Top Floor," showcasing products only available to the Shop Etc. consumer.

Mandi Norwood is editor-in-chief of Shop Etc., and Cynthia Lewis is the magazine's vice president and publisher. Norwood has served as editor-in-chief of several other women's magazines, including Mademoiselle, and Cosmopolitan and Company in the U.K. Lewis was previously vice president and publisher of Harper's BAZAAR and Marie Claire. direction is overseen by Nora Sheehan, former creative director of House Beautiful and Elle Decor.

"Women love to shop and want a magazine that presents only the best products in a lush but approachable format," said Norwood. "Because Shop Etc. is a 3-in-1 magazine -- focusing on fashion, home and beauty - it allows women to save time and money, plus it gives the reader a real sensory treat, just like when she enters her favorite department store."