Guilfoyle Named Publisher at More

Meredith Corp. is changing publishers at More as it seeks a wider platform for the magazine aimed at affluent boomer women. Christina Guilfoyle, the launch publisher of Every Day with Rachael Ray, was tapped as its publisher, effective June 7. She replaces Brenda Saget Darling, who was its publisher of five years and who is leaving the company. Guilfoyle presided over runaway growth at Every Day since its debut in 2005. She was replaced in 2007 after new owners and leadership took over at parent Reader’s Digest Association. She isn’t an unknown to Meredith, having worked there before as ad director at the flagship Better Homes and Gardens. Most recently, she published Condé Nast’s fashion trade Women’s Wear Daily. “Chris is a proven leader who understands how to build and transform leading brands across platforms and in the experiential marketplace,” Andy Sareyan, evp, chief brand officer, Meredith National Media Group, said in a statement. “We feel confident that her knowledge of the women’s lifestyle marketplace, ability to work with fast growing brands, and experience with affluent marketers will enable us to further build on More’s leadership position among women of style and substance.” Since it launched in 1998, More’s circulation has grown to more than 1.3 million, making inroads in a market where others aimed at older women, like Lear’s and Mirabella, eventually folded. Yet it remains among the smallest in Meredith’s stable, which includes the 7.6 million circ Better Homes and the 3.8 million circ Family Circle. Despite its circulation, More’s audience remains a relatively small 1.9 million readers, per MRI. The magazine also has fought resistance from advertisers who see older women as an undesirable demo, despite the high median household income of More’s readers (more than $98,000). Last year More reported 918 ad pages, up 1.2 percent but short of the 1,000 pages widely viewed as an industry benchmark.

Performance Marketing

Guilfoyle Named Publisher at More

Lucia Moses

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