OZ WHIZZES INTO PRINT: Dr. Mehmet Oz, the surgeon and television personality, is getting into the magazine business with Hearst Corp. The two are collaborating on a lifestyle magazine aimed at women that will be piloted with two issues next year, in the first and second quarters, the publisher said Monday. The magazine will cover health, beauty, self-improvement advice and “real-women’s stories,” according to a statement. Hearst said the still-untitled magazine, which also does not yet have an editor in chief, is modeled on the launches of its Food Network and HGTV magazines, which began as pilots and later expanded to 10 times a year.

Unmentioned in the statement from Hearst is the last magazine it launched on the strength of a television personality, O, The Oprah Magazine. O was initially hugely successful, but, like another personality-focused lifestyle and women’s service magazine, Martha Stewart Living, has since struggled. Martha is up 22 percent in ad pages through its July-August issue, but the numbers follow a dismal 2012, when pages declined 29 percent over the year before. Oprah, which finished last year with about 15 percent fewer ad pages, is down a little more than 17 percent through July, according to Media Industry Newsletter. David Carey, Hearst Magazines president, said Oz’s magazine “will introduce an entirely new category to the market.”

This story first appeared in the June 25, 2013 issue of WWD.  Subscribe Today.

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