The first issue of the magazine will debut in June and it will be edited by Food Network Magazine editor in chief Maile Carpenter. Hearst said it will introduce two issues in 2017. It could not be determined what the frequency will be long-term, but in previous magazine launches, Hearst tends to test out the glossy before ramping up full-scale.
The magazine is based on Drummond’s web site, The Pioneer Woman blog, which she started in 2006. The site picked up steam and Drummond found herself working with Food Network to launch her own show, also of the same name, in 2011. Her popularity has led to a cookware, dinnerware and home products line with Wal-Mart, which opened last month. She also recently opened The Mercantile, an eatery, bakery and general store near her ranch in Oklahoma.
According to Hearst, the magazine will showcase Drummond’s “accessible style for cooking, meal planning and casual entertaining.” There will also be fashion, style and culture stories that have a personal touch.
“I love using images to tell stories, demonstrate recipes and share helpful tips and I want to create a fun, positive, exciting experience for readers,” offered Drummond.
“Ree has grown from a blogger and author into a trusted lifestyle expert Food Network audiences come to weekly,” said Kathleen Finch, chief programming content and brand officer at Scripps.
Hearst entered into a partnership with Scripps in 2008 and through that relationship, the companies have launched Food Network Magazine and HGTV Magazine.
The notion of partnering with a celebrity or TV show is an old formula at Hearst, which has also developed magazines around Oprah Winfrey with O, the Oprah Magazine, the aforementioned titles, and Dr Oz: The Good Life. The company inked a deal last year with Lena Dunham to distribute her newsletter called Lenny Letter.