Magazine article Folio: the Magazine for Magazine Management

Does Hearst Still Want Its MTV?

Magazine article Folio: the Magazine for Magazine Management

Does Hearst Still Want Its MTV?

Article excerpt

Byline: Michael Learmonth

MTV Magazine is a concept that folks have been humming about for years. But last year it seemed that a music title based on the powerful MTV brand might actually come to fruition when Hearst Magazines and MTV Networks signed a joint agreement to produce the title. In January 2002 they rushed out and hired a staff, including Spin designer Arem Duplessis and former Glamour deputy editor Pamela Miller, only to dismiss the crew less than a month later. The venture has been locked in a corporate deep freeze ever since, as Hearst and MTV executives struggle over - what else? - creative differences.

Neither side seems willing to drop the project entirely. Hearst executive vice president Michael Clinton won't say the Hearst-MTV venture is dead, just that there's "nothing new to comment on."MTV is equally cryptic. "There's no update on the status," says a spokesman.

The impasse illustrates the difficulty of making a magazine out of a brand that is constantly evolving. …

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