Hearst Corp.’s magazine with Dr. Mehmet Oz is slowly coming together. Less than a month after naming Alison Brower editor in chief, Hearst will today tap Kristine Welker as the health and lifestyle magazine’s vice president, publisher and chief revenue officer.
Welker was the founding publisher of CosmoGirl until 2007, a year before it folded. In 2010, she became vice president, chief revenue officer of Hearst Magazines Digital Media, which oversees the Web sites of the publisher’s magazines, as well as some digital-only sites, like realbeauty.com. In May, Hearst poached Troy Young from the digital outfit Say Media, which owns Web lifestyle sites like xojane.com, to fill the newly created position of president.
The as yet untitled magazine from Hearst and Oz, the surgeon and television personality, was confirmed to be in the works in June, after weeks of press reports, and will hit newsstands as a pilot twice next year, in the first and second quarters. The launch is similar to those of the Food Network and HGTV magazines, which later expanded to 10 times a year.
The magazine is expected to revolve around lifestyle themes like health, beauty, and “real-women’s stories,” according to Hearst. Welker said the pilot will be available in several platforms, including a new Web site as well as other brand extensions.