Us Weekly Works Out Brand Extensions

Us Weekly magazine is known to take the occasional pot shot at celebrities, but with its newest brand extensions, it’s tapping its readers’ aspirational side. The Wenner Media title has just entered a revenue-sharing partnership with Rent the Runway, a service that lets celeb fans rent the designer dresses and accessories worn by their favorite stars.

Us also is launching a workout video with Kendra Wilkinson-Baskett featuring workouts by the new mom and former Playboy playmate (and sometime cover model on Us Weekly). along with celebrity trainer Nicky Holender.

The extensions are a natural place for Us to go—beauty and fashion comprise 30 percent of Us Weekly’s content, and celebrity moms and fitness coverage is highly popular with readers, noted Caroline Schaefer, executive editor of Us.

Us also continues to expand on its single-topic special interest publications, recently publishing its third Twilight-themed bookazine and planning a second one, on Taylor Swift, for the fall.