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TrendingNY: A Hearst Magazine Test Run

Posted by: | September 9, 2014 | No Comment |

Since William Randolph Hearst named himself “Proprietor” of the San Francisco Examiner in 1887, the Hearst Company had held a long reputation as a publishing machine always in search of the next “big thing.”

In 2014, the company has grown to be the home of over 300 magazine titles, with 21 of those in the US alone.  Some of it’s most powerful brands include Cosmopolitan, ELLE, Harper’s BAZAAR, Esquire, and Good Housekeeping.  Titles such as these have upwards of dozens of international editions, reaching up to 80 different countries.  Based in New York City, the company has the outpost of Hearst Magazines International to publish such titles on a large scale.

Hearst’s newest venture however is US based.  Specifically, it is New York based.  This is a weekly magazine aimed at the millennial women called TrendingNY.

The magazine debuted yesterday in the first week of it’s projected four week trial run phase.  Hearst will be handing out four issues with over 50,000 copies between Mondays and Wednesdays of each week of the test phase.  If all goes well, Hearst plans to have the magazine in a permanent publishing cycle beginning in early 2015.  Hearst is going to be looking for such positive feedback from readers via social media.

TrendingNY is a hybrid magazine, mixing style and New York news.  It will also cover topics such as career and relationships, however the primary focus of the magazine is fashion and beauty.  While to some this may seen like another “typical” Hearst publication, the magazine’s focus on the millennial woman brings an edge that has not yet been seen in the magazine world.  With the help of social media and long standing power of the company, TrendingNY will no doubt be in permanent publication within the coming months.

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Image from: http://www.adweek.com/news/press/hearsts-trendingny-kicks-four-week-test-run-159955

under: Comm 455
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