Lifetime: brand will give mag staying power. (Marketing & Advertising).(Brief Article)
Multichannel News, August, 2002 by Hogan, Monica
When Lifetime Television earlier this summer said it plans to launch a consumer magazine next year, it wasn't the first women's television brand to extend into print. Indeed, women's media today has become a multiplatform affair: Think Oprah Winfrey, Rosie O'Donnell and Martha Stewart, But unlike those personality-driven media brands, Lifetime isn't saddled with possible drawbacks like being tied to human flaws or the vagaries of perception.
"It will be interesting to see what happens to Rosie magazine once [O'Donnell] isn't on television five days a week, 52 weeks a year," said Lifetime brand executive vice president Rick Haskins. "Will it be out of sight, out of mind?" And Haskins pondered whether the recent Securities & Exchange...
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