REAL LIFE: Talk about a good day to make a change, when no one is really paying attention to anything other than Steve Florio. Of course, most at Hearst say it was just a coincidence, but the company nevertheless picked Monday to bounce Sally Koslow, the launch editor of Lifetime, its magazine based around the women’s television network of the same name. She’s being replaced by Susan Wyland, the launch editor of Real Simple.

This story first appeared in the January 13, 2004 issue of WWD. Subscribe Today.

Hearst sources said the magazine was not distinctive enough from other titles in the crowded women’s middle market and the response from advertisers, consequently, was less than hoped for. Moreover, the company has a storied history in the women’s middle market, after ubersuccessful launches of O: The Oprah Magazine and Marie Claire.

Enter Koslow’s replacement. While Wyland was fired at Real Simple just three issues into the magazine’s existence over management issues, the title has since become one of the five most successful launches of the last five years, along with Oprah and Cosmogirl, Condé Nast’s Lucky and Emap’s FHM. Maxim was launched in 1997.