Monday, September 30, 2013

Dr. Oz Gives Till It Hearst

English: Photo of Dr.Oz at the Time 100 Gala.
(Photo credit: Wikipedia)
We're just a couple of weeks away from Hearst Corp., publisher of Esquire and Cosmopolitan, unveiling the name of a new magazine that will be branded around celebrity doc Mehmet Oz, Ad Age reports.

According to Ad Age, the periodical's title may be The Good Life and will somehow work in the name of Dr. Oz. And why not, given that the 53-year-old cardiothoracic surgeon has been a hot property since first appearing on Oprah Winfrey's show in 2004, which led to his own series beginning in 2009, cleverly named The Dr. Oz Show.

The Cleveland native, whose parents are Turkish emigrants, has written for numerous Hearst magazines. His own journal is expected to focus on food, beauty, and physical and emotional well-being, according to the Ad Age article. Two pilot issues are expected to debut in 2014, and Ad Age reports the initial issue will have a rollout of 350,000 newsstand copies, while another 450,000 copies will be sent to subscribers of other select Hearst titles.

The magazine publisher is hoping to capture lightning in a bottle in ways that the disappointing O: The Oprah Magazine has not.  It remains to be seen whether a celebrity physician can cure the sagging ad revenues and circulation that afflict magazines nowadays.

Open your mouth and say: "Oz."
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