Good Housekeeping tries Living Well

Folio: The Magazine for Magazine Management, Oct 1, 1991

In a joint venture with the American Medical Association (AMA), Good Housekeeping will publish a test issue of Living Well, a consumer health title, in March. This, says publisher Alan Waxenberg, is the AMA's first step into consumer magazine publishing. Editorial, he says, will be produced by both AMA members and the Good Housekeeping staff, covering general health and related topics.

"It is a friendly, ask-your-doctor type," says Waxenberg. "It will help promote doctor-patient relationships." The test issue will be published in conjunction with a special "Living Well" section in Good Housekeeping to give advertisers "a sort of a two-fold ad opportunity," Waxenberg adds. It will be distributed to approximately 170,000 AMA members, with about 100,000 copies on newsstands (cover price $1.95). The test issue will carry a subscription offer to gauge response.