The staff behind O, The Oprah Magazine are doing something extremely smart. They’re taking advantage of people who are so obsessed with Oprah that they’d be willing to shell out cash for the illusion of being close to her. That’s the premise for O’s premium subscription model, titled “Circle of Friends.”
Circle of Friends has three levels. According to Adweek, readers can pay $39 a year for a newsletter and discounts on Oprah-curated products; $99 a year for a box of luxury items selected by the glossy’s editors; and $199 a year for tickets to Oprah’s “Life You Want Tour, a chance to test products for the magazine, and best of all — a birthday card from Oprah.
Lucy Kaylin, O’s editor, came up with the idea for Circle of Friends. “We quickly realized that this could be something incredibly special because there’s such a personal and passionate and almost idiosyncratic nature to the O brand with Oprah at its center,” she told Adweek.
That’s the nice way of saying “Oprah fans can be loopy, so why not squeeze some money out of them?”
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