THE WIZARD OF OZ: Alison Brower has found herself at the helm of Hearst’s new pilot magazine featuring Dr. Mehmet Oz.

The magazine, which currently does not have a title, is set to hit newsstands in the first quarter of 2014, and has largely been known as the “Dr. Oz magazine.” Hearst said it would publish two pilot issues, which could lead to a regular frequency in the second half of next year, if successful.

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This story first appeared in the July 2, 2013 issue of WWD. Subscribe Today.

The publisher followed this model when it launched Food Network Magazine in 2008 and HGTV Magazine in 2011.

As editor in chief, Brower will focus on stories about wellbeing, food, beauty, news, travel and finances, which are all to be told through Oz’s “approachable, inspirational and entertaining persona,” according to a Hearst spokeswoman.

Brower, who spent just six months as special projects editor at The Hollywood Reporter, returns to Hearst after serving as a media consultant and editorial strategist there from 2010 to 2012. During that time, Brower logged a series of stints at the media firm, including a four-month rotation as Seventeen magazine’s acting editor in chief, and a six-month gig as deputy editor of special projects at O, The Oprah Magazine.

Brower, who has consulted on titles such as Good Housekeeping, Self and Shape, worked as executive editor of Redbook from 2005 to 2010. Earlier years of Brower’s career were spent at Glamour and Cosmopolitan magazines, and at Adweek, where she was a reporter.

“Alison is an exceptionally talented and versatile editor, with deep experience developing women’s lifestyle content,” Hearst editorial director Ellen Levine said. “She understands what works across platforms and will work closely with Dr. Oz to bring his advice, spirit and uplifting message to life for readers in print and online.”

Oz also touted his new colleague’s experience, adding: “She’s spent much of her career speaking to this audience and she knows how to shape and present information in a bold, original way. Plus, she has a positive, big-picture attitude, which is what this magazine is all about.”

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