TRENDING UP: Hearst is upping the frequency of its free weekly magazine TrendingNY.
The newspaper-magazine hybrid aimed at Millennial women was launched in September and produced four issues. In 2015, Hearst is rolling out nine issues, with a new one distributed the first week of each month from April to December. Hearst said it would ramp up TrendingNY’s frequency later in the year, and would continue to distribute the magazine in the New York metro area, including in key neighborhoods in Brooklyn and Queens.
This story first appeared in the December 18, 2014 issue of WWD. Subscribe Today.
According to Michael Clinton, president of marketing and publishing director of Hearst magazines, TrendingNY will now feature heavier, glossier cover stock and its circulation will double to 100,000 copies an issue from the initial print run of 50,000.
The magazine will continue to feature fashion and beauty-centric content about in-store events and current happenings of the week of the publication. Hearst said that each magazine will be a minimum of 52 pages and will continue to be edited by Emily Cronin, a former acting features editor at Harper’s Bazaar U.S. and contributing editor to Elle U.K.
The first four pilot issues of TrendingNY featured advertisers such as Banana Republic, Bloomingdale’s, Estée Lauder and Macy’s.
“With every pilot, we ask for reader feedback so we can tweak as we go,” said Hearst Magazines editorial director Ellen Levine. “Young women responded to its bold, happy, vibrant look and newsy information on trends, and felt the fast format was original and refreshing, which was our goal from the start.”
James D’Adamo, group advertising director in Hearst’s corporate sales and marketing group, will head up the business side. TrendingNY is designed in partnership with New York design company Priest + Grace.