TIME SHARES CLIMB: Time Warner shares rose 2.62 percent to $29.37 on Monday, following speculation the company might eventually sell Time Inc. Over the weekend, Gordon Crawford of The Capital Group (which is the largest shareholder in Time Warner) said the company could unload Time Inc., and turn its focus to television and movies. During a quarterly earnings call earlier this year, chief executive officer Jeff Bewkes avoided making any future claims to Time Inc.’s place in the company. “Time Warner may well include publishing, but we’re not making a religious statement about it either way at this point,” he said at the time. A Time Warner spokeswoman did not comment on Crawford’s statements Monday. — Amy Wicks

This story first appeared in the September 29, 2009 issue of WWD.  Subscribe Today.

StyleList and Bluefly are partnering up to find America’s Most Stylish Blogger. A casting call will get under way today, and finalists will later be selected to compete in a series of challenges. Each week for five weeks, Bluefly will provide an item of clothing to be styled and blogged about. Designer judges will offer their opinions, and the finalists’ handiwork will be posted on StyleList and Bluefly so the general public can vote on a winner. The winning blogger will take home a $1,000 Bluefly shopping spree, as will one voter, according to StyleList editor Diane Davis. — Rosemary Feitelberg

NOT JUST VITAMINS: Health has broadened its coverage since editor Ellen Kunes took over two and a half years ago. Back then, cover lines focused on weight loss and healthy meals — for example, “Quick Fixes for Tummy Trouble” and “10 Minutes to Thinner Thighs.” Tips to lose weight are still offered, but the magazine has since upped its coverage of fashion and beauty, and started using celebrities on its covers. The October issue — with cover lines like “Look Great for Less,” “$10 Hair Makeover,” “$20 Slim-You Jeans” and “Gorgeous Skin for Free” — will include even more style coverage. A new column will have recommendations from body-conscious designers such as Trina Turk and Donna Karan, and makeover stories on real women and more beauty and fashion features will run in each issue. “Our woman has already drunk the Kool-Aid in being healthy, but we want to make it inspirational and fun,” said Kunes. “Beauty and fashion is part of that equation, and translates to more beauty and style coverage [in the magazine].”

It also translates to more beauty and fashion advertising; new ads this year have included Calvin Klein fragrance, Sally Hansen, and Cover Girl; Nivea has come back to the magazine after a long hiatus. Overall, ad pages have declined 12 percent through October, to 713, according to figures from Mediaweek, but the rest of the category is off about 15 percent from last year. Celebrities on the cover have also helped bump up circulation. Though single-copy sales are a small part of Health’s 1.35 million rate base, they’ve increased to 85,249 during the first six months of 2009, an 11 percent gain compared with the same period a year ago. — Stephanie D. Smith


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