NEW YORK — The Hearst Corp. shuffled around two of its biggest publishers on Friday and disclosed plans to test a new style publication aimed at younger women.
Confirming a report in WWD on Friday, Valerie Salembier has joined Harper’s Bazaar as publisher, replacing Cynthia Lewis. Salembier is moving over from Esquire, where she is being succeeded by Kevin O’Malley. O’Malley most recently was president of Emap USA’s sports division, but had an earlier stint at Hearst from 1987 to 1993 in new magazine development.
Lewis, the company announced, will go to work on Hearst’s new magazine venture, which will be edited by Mandi Norwood. Norwood edited British Cosmopolitan with some success from 1995 to 2000, but found a tougher time in the States at Mademoiselle, which she edited from 2000 until its demise in 2001.
The announcement from Hearst did not offer many specifics about the new title, but sources at the company said late last week that it would likely have a heavy shopping and service component, a technique that has proven successful for Hearst’s Marie Claire and Condé Nast’s Lucky, which take a catalogy, user-friendly approach to shopping and fashion. Its first test issue will hit the market in spring 2004.
“There are a lot of new voices emerging that speak to women in the market,” said Michael Clinton, Hearst’s executive vice president and chief marketing officer. “Oprah is a good example; I would say Real Simple is one, too. Cosmogirl! at the teen level. It’s about whether you can bring a fresh voice to the market. What this magazine has is a fresh voice that looks at the women’s universe, at her world. But it is a style-based magazine.”