Time Inc. to Launch All You Magazine
Posted on April 23, 2004Time Inc. will launch All You, a monthly women's magazine, it was announced by Ann Moore, Time Inc. chairman and CEO, and Norman Pearlstine, Time Inc. editor-in-chief. All You will be a newsstand publication initially distributed in Wal-Mart stores, and available nationally, via other retail channels. Debuting in September 2004, with a rate base of 500,000 -- All You is looking to reach value-conscious American women. The magazine will cover a range of topics from interpersonal relationships to home repair, while providing real-life, practical solutions and encouragement in a high-quality editorial environment.
"I'm so pleased to launch a magazine that speaks directly to this reader. She's self-reliant and down-to-earth with realistic expectations," said Moore. "This is a genuine growth opportunity for Time Inc.'s group of women's magazines, which collectively reaches over 45 million women in the U.S. with such titles as People, In Style, Real Simple, Parenting and Health."
Isobel "Bella" Price was appointed editor of All You. Bella Price most recently worked for IPC Media in London, the U.K.'s largest magazine publisher, and a subsidiary of Time Inc., where she was editorial director of their five shelter magazines. Her portfolio included Homes & Gardens, Ideal Home, Living etc, Country Homes & Interiors, and 25 Beautiful Homes. She was also deputy editor on the launch of Essentials, a mass-market title. Before joining IPC, Price was executive editor of UK Prima, Britain's leading women's service magazine, published by Gruner + Jahr. She has won numerous awards including 'Editor of the Year' from the British Society of Magazine Editors.
"All You will talk to women as they really are -- recognizing all they accomplish every single day -- instead of telling them they could do better," said Price. "We want to inspire, not patronize, our readers with affordable, down-to-earth ideas tested by real women just like them. And because we also know that women are looking for quality as well as value, All You will feature the very best design and photography in a unique package to enrich every aspect of our readers' lives, no matter what their budget."
Diane Oshin was named the magazine's publisher. Diane Oshin was recently group publisher of Time Inc.'s Parenting Group, where she oversaw ad sales and marketing for BabyTalk and Parenting. She had been the publisher of Parenting since 1994. Earlier in her career, she was ad director of Vogue, associate advertising director of Woman's Day and an account manager of Conde Nast Traveler.
"All You gives marketers the opportunity to target the ever-growing population of value-driven consumers in a high-quality environment that speaks directly to them," said Oshin. "And, with initial distribution in Wal-Mart -- where this customer shops -- this magazine will be an extremely efficient way to reach her."