Hearst Reaches for the Stars; Astrology Title Jupiter Targets Young Career Women
Silverman, Suzann, Folio: the Magazine for Magazine Management
Hearst reaches for the stars
N NEW YORK CITY--Today's working woman has magazines to tell her how to dress, how to launch a business and how to handle her personal relationships. What more could she want? A magazine that talks about her astrological chart, say the executives at Hearst Magazines.
Enter Jupiter, the newest Hearst product, which debuts December 5 on newsstands. The magazine, a joint venture with Burda Publications of West Germany, will contain profiles of celebrities with birthdays falling within the issue month. But emphasis will be placed on personal horoscopes because "people's first interest is in themselves," says Curtiss Anderson, editor of Hearst's magazine development division.
To differentiate Jupiter from many of the other horoscope titles on the market, Hearst is investing in glossy paper stock, four-color editorial and a standard trim size. Most other astrology titles are digest-size publications. Titles already on the market include Dell's horoscope and Astrology, published by Diamandis Communications.
In fact, Jupiter will carry the heaviest paper stock of any Hearst magazine on the newsstand, with text pages on 60-pound stock and the cover on 110-pound stock.
Perhaps Hearst can attract a different type of advertiser with its editorial package. Many astrology magazines rely primarily on mail-order ads, notes George Dillehay of the Jordan Group, a magazine consulting firm. Jupiter may be able to pick up a large number of display advertisers, he adds. At press time, the magazine was signing on advertisers, but Wolf says it is going after fashion and beauty, liquor, cigarettes and automobile advertisers. A black-and-white page costs $8,650; a four-color page, $11,500.
Jupiter may seem like a bold move for the company that publishes such titles as Sports Afield, Town & Country and Cosmopolitan, but studies indicate that readers of the last two look at the horoscope sections first. Cosmo's special January issue, "Bedside Astrologer," is its most popular.
Furthermore, the magazine's German version, out since January 1989, has become most popular with career women, according to Anderson. "We're assuming [our readership] will follow the pattern of another western country," he says. …