BOOK MACHERS: Well at least someone’s targeting them.

The Time Warner Book Group is launching a new imprint aimed at readers ages 40 to 65. It will be a sister imprint to Time Warner’s Bulfinch Press and will launch in the fall of 2006, according to a memo obtained by WWD. “We very quietly did an outreach to agents,” said Jill Cohen, Bulfinch’s publisher, who confirmed plans for the new, as-yet-unnamed imprint, which she also will oversee. While Bulfinch publishes mostly coffee-table books, the new imprint will focus on text-driven fare. According to Cohen, several books already have been purchased for the debut catalogue.

The 40 to 65 demographic being targeted has been dubbed “third-agers.” According to statistics cited from the Web site Thirdage.com, in the next few years, the group will “account for 70 percent of the U.S. net worth, controlling $9 trillion, [and will] inherit more than $12 trillion from their parents — the largest wealth transfer in history.” The Time Warner memo stated: “Some specific examples of issues this new imprint will address include nutrition and diet, fitness, age-related beauty, relationships and sex, caring for aging parents, reinventing living space, life simplification, personal fulfillment and financial planning.”

Because someone’s got to tell them what to do with all that cash.
— Sara James

THE TIPPLING POINT: Time in the clink has evidently driven Martha Stewart to drink. Well no, not really, but for the first time in its 15-year history, Martha Stewart Living will have regular wine coverage in its pages. The monthly column, written by epicurean brothers and New York Times food writers Matt Lee and Ted Lee, will make its debut in November, just in time for the boozy holiday season. A spokeswoman for the magazine said, “In the past, there have been recipes for coolers, sangrias and punches that include alcohol, but this is the first monthly column dedicated solely to wine.”

Not that they need those extra ad pages from Turning Leaf Vineyards that will no doubt soon be heading their way. As WWD reported last week, Martha Stewart Living just turned around a year-to-date ad page loss with the July issue. Through July, the magazine is up by 6 percent, to 419.47 pages, according to Media Industry Newsletter.
— S.J.

This story first appeared in the July 20, 2005 issue of WWD.  Subscribe Today.

EARNSHAW’S CURFEW: After 88 years in business, Earnshaw Publications Inc. has evidently shuttered its doors. The family-owned company, which published the trade titles Earnshaw’s and Small World, for children’s apparel and juvenile products, respectively, as well as Footwear Plus, abruptly ceased operating last Thursday after publisher and president Thomas Hudson Jr. met with the staff, according to a former employee. Vendors report that the decision to shut down Earnshaw was made by Tom Hudson’s mother, Edna. Hudson, though, is said to want to circle the wagons, generate new funding and reopen the titles.

A source who visited the offices this week said that lights were off, boxes and moving dollies were scattered around the floor and the building employees manning the front desk would not comment on the fate of the company. Repeated calls to staffers during normal business hours on Tuesday went straight to voice mail and were unreturned as of press time.
— S.J.

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