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COSMO GETS (MORE) PHYSICAL: Cosmopolitan is stretching its reach into the fitness space with a new, branded online video channel dubbed CosmoBody.
While the Hearst Corp.-owned Cosmo already has a fitness presence in the U.K. with a print publication that bears the same name, its U.S. cousin will launch its first online subscription video service Tuesday.
This story first appeared in the July 15, 2014 issue of WWD. Subscribe Today.
CosmoBody, which will stream workout, lifestyle and wellness videos on-demand for $9.95 a month, will eventually be available globally.
Hearst said the “top-secret project” has been nine months in the making, and it has been developed by Hearst Digital Studios, a new division of the company.
An insider told WWD that the channel is more similar to Netflix, as it will have fresh, daily streaming content available digitally via smartphone, iPad and Apple TV.
It will include workouts from eight celebrity trainers, in addition to content such as healthy cooking and interviews with notable personalities. Editor in chief Joanna Coles, for example, interviewed Kate Upton for one segment.
The channel is the brainchild of Neeraj Khemlani, head of Hearst Digital Studios and copresident of Hearst Entertainment & Syndication, who is also a former 60 Minutes producer. He, along with his team, consulted with Coles on the channel’s content.
Senior editor Liz Plosser, who heads up Cosmo’s fitness coverage, also played a vital role in CosmoBody’s content, Hearst said.
The bigger push for fitness coverage extends to Cosmo’s Web site as well, which is run separately by Hearst’s digital team. Last month, cosmopolitan.com brought on a former Women’s Health online editor to beef up the site’s fitness and health stories. For the magazine, Cosmo can draw on newly minted creative director Theresa Griggs, another Women’s Health alum, for design insight.
While Hearst said its glossy, Cosmo Body, formerly known as Zest, has “nothing to do” with its channel, it may be interesting to note that Body is published by National Magazine Co. — the same company that publishes Men’s Health and Women’s Health in the U.K.