At home with affluence: A new luxe shelter supplement is set to make an entrance

DEPARTURES HOME + DESIGN, a new shelter supplement, will debut with the May/June issue of DEPARTURES* magazine.

The new glossy is “dedicated to the celebration of material comforts and the art of living.”  Editorial content will cover architecture, design, home furnishings, artwork and entertaining.

Editor-in-Chief Richard Story, richard.story@aexp.com and @MrDepartures, says the offshoot was “created for readers who are the ultimate luxury design enthusiasts.” With a closed circulation of 500,000, the publication will be polybagged alongside Departures, and distributed to American Express Platinum and Centurion cardholders in targeted cities.

Taking fashion and culture native: A new magazine looks to fill a void

NATIVE MAX, a fashion and culture magazine for, and by, Native Americans, recently launched online.

The new quarterly publication focuses on indigenous people, places and culture.  Readers will find interviews with Native American artists, musicians, designers and models, as well as articles on health, beauty and sports.

A switch to a print-only edition is planned for December.  The founder, publisher and Editor-in-Chief is Kelly Holmes, no email available.  For more information on the magazine and submissions, visit the website at www.native-max.com.

The way to a mom’s heart: Redbook publishes a kids’ supplement

KIDBOOK, a new supplement from REDBOOK*, will be included with the November issue.

Targeting young, married mothers, the glossy extra offers decorating tips for kids’ rooms, lunchbag ideas, family activities, style, shopping and more.  The cover features the tagline ‘Sweet ideas for the little ones you love.’

Kidbook is the magazine’s first targeted ‘outsert,’ and is part of Redbook’s repositioning efforts.  A second edition already is planned for September 2013.

A new magazine stands up for character in sports

STANDUP MAGAZINE, a new sports publication focusing on the importance of character, fairness and inclusion in sports, will debut with a November/December issue.

Sporting the tagline, ‘True champions stand up,’ the quarterly will offer inspiring stories on the best of sports culture, positive role models and leadership in community, college and pro sports.  Ten sections feature articles on teams and players giving back, improving sports culture, and overcoming struggles on and off the field.

A portion of the magazine’s proceeds will go to the StandUp Foundation, which works to remove bullying and homophobia from sports.  StandUp will be available nationwide.  For editorial inquiries email editor@standup-magazine.com.  The managing editor is Connie Wardman, connie@mediaoutloud.com.  Visit the website at http://standup-magazine.com.

Wednesday News Round-Up for October 10th

Apparently we all love to talk, talk, talk.  The U.N. telecom agency this week reported there are now 6 billion (!) cell phone subscriptions.  China alone boasts 1 billion, and India is on track to hit that mark by year’s end.  Before you reach out and touch someone, check out the news.  All titles with an asterisk* are part of the Wooden Horse Database.

VARIETY has been sold by Reed Elsevier to Penske Media for an estimated $25 million…

VARIETY new owner Jay Penske says he hasn’t yet made a final decision about whether to continue publishing print editions of the weekly magazine and daily publication…

VARIETY new owner Penske Media reportedly will eliminate the publication’s paywall…

GLAMOUR* magazine will unveil a website redesign in mid-November…

READER’S DIGEST* will go back to a full monthly publishing schedule in January 2013…

READER’S DIGEST* digital sales are on track to exceed print newsstand sales by December…

The OC Register Newspaper will debut a new Sunday magazine, with its own editorial staff.  No word yet on a title or a launch date…

DETAILS* promoted Matthew Marden, matthew_marden2@condenast.com and @detailsmatt, to fashion director…

DETAILS* magazine named Eugene Tong, eugene_tong@details.com and @detailseugene, as style director for the front-of-book style section…

SELF* magazine bid farewell to associate web editor Nicole Kwan…

THE HUFFINGTON POST* said goodbye to Natasha Burton, editor covering weddings and divorces…

PARENTS CANADA* managing editor and web editor Amy Bielby, bmyb@parentscanada.com and @bunoutoftheovern, is back from leave…

COLUMBUS MONTHLY* named Kristen Schmidt, kschmidt@columbusmonthly.com and @kristen_schmidt, as the magazine’s new editor…

HEALTH AFFAIRS magazine lost editor Ellen Ficklen, who oversaw the ‘Narrative Matters” section…

HEALTH AFFAIRS magazine executive editor Donald Metz, dmetz@projecthope.org, is the interim editor for the ‘Narrative Matters’ section…

A golf magazine takes on a new name and new focus

FAIRWAYS + GREENS magazine will rebrand and relaunch as GOLF GETAWAYS on November 6.

The changes reflect an editorial repositioning to focus on the golf travel market.  In the works for two years, the move is designed to fill a market void created when TRAVEL + LEISURE GOLF ceased print in 2009.

A print edition will be published bimonthly, with a digital edition available on a monthly basis.  Print and digital subscriptions must be purchased separately at this time.  Both editions will include regional advertising sections.  The publisher and editor-in-chief is Vic Williams, vwilliams@madavor.com.  Visit the current website at http://fairwaysandgreens.com.

A quandry: Wearing an old name on a new image

How important is a name?

Most expectant parents believe it sets the tone for a lifetime, becoming one of the cornerstones of a person’s identity.  That’s why choosing one is such a daunting task.

Magazines are no different.  A magazine’s title announces what it’s about and the audience it targets.

And just like a child’s name, a magazine’s title has to stand the test of time, to be versatile enough to grow along with its owner.

So what to do when a name seems passé or out-of-touch?  And can a magazine change its identity while keeping its moniker?

GOOD HOUSEKEEPING* this month published three different covers for the October issue, two of them sporting a new logo with an oversized ‘GOOD’ and a tiny, diminished ‘housekeeping’ in the background.

It appeared that Good Housekeeping, like someone saddled with a cumbersome, outdated name, was attempting to change it just enough that you might not notice the full title.  While ‘good’ is a word anyone can get behind, ‘housekeeping’ is a loaded term, filled with negative associations and possible gender stereotyping.

This isn’t the first time a magazine has played with its logo to fit a changing identity.  LADIES’ HOME JOURNAL*, in print since 1883, began emphasizing the word ‘Journal,’ and shrunk the ‘Ladies’ Home,’ from the late 1920s through the millennium. Only in the spring of 2003 did the word ‘Home’ get equal stature—perhaps in response to the post-911 nesting trend.  This year it reverted back to the prominent ‘Journal’ logo, with the rest of the title barely noticeable.

It may seem futile to tinker with a logo in the hope of revamping a magazine’s image, instead of changing the title to reflect a more modern focus. A few magazines have gone the full distance, taking a new title when the editorial focus shifts, but it’s a risky proposition.

Like professional women who keep their maiden names after marriage, women’s service magazines such as Good Housekeeping and Ladies’ Home Journal have brand recognition, with established reputations attached to their names.  They may have changed, but the value of their names has not.