Hearst Magazines' David Carey Outlines 2013 Plans | Adweek
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What Hearst Magazines' David Carey Has in Store for 2013

Expect a Cosmo TV show, new brand extensions

In his annual companywide start-of-the-year email, Hearst Magazines president David Carey applauded the publisher’s success during 2012 while dropping a few hints about what’s to come in 2013.

While 2012 may have been all about digital expansion, print is far from dead, to hear Carey's plans for 2013. The coming year will see more brand extensions, following the launches of Cosmopolitan for Latinas and Delish, and the relaunched Elle Accessories. (All three will also increase their frequencies in 2013.) Internationally, 12 more magazines are set to debut this year. And Carey said that with continuing interest from outside media firms looking to partner with Hearst, the company might test another new magazine before the year's end. 

Hearst also has plans to expand its iconic titles' influence outside print, particularly in TV. Cosmo, which made headlines this past year with the passing of its legendary editor Helen Gurley Brown and appointment of new editor in chief Joanna Coles, is gearing up for its small-screen debut. The magazine will star in a Mark Burnett series debuting in February, said Carey. (Hearst purchased a 50 percent share in Mark Burnett Productions in 2011.)

Speaking of TV, it sounds as if Esquire’s reported rebranding of the G4 network may soon become official. Esquire editor in chief David Granger and publishing director Jack Essig are preparing to announce a “bold new partnership … that will dramatically expand the Esquire franchise,” Carey wrote. (Hearst wouldn't confirm if he was referring to the reported G4 news.)

Looking back on 2012, Carey highlighted new retail partnerships of the past year (while also acknowledging the misses of e-commerce partnerships CLAD and Gifting Grace), expanded digital media (monthly digital subs total nearly 800,000, with more than 80 percent of those subscribers new to the brands) and Hearst's continued emphasis on mobile content.

Carey also tipped his hat to a few of Hearst’s biggest wins in 2012, including the launch of print products like HGTV Magazine and 10 new Hearst international titles, from Esquire Singapore to Harper’s Bazaar Poland. (Meanwhile, Hearst's international business grew by more than 50 percent.) Carey was equally “enthused” by Hearst’s progress in the mobile arena, the growth of iCrossing and Hearst Integrated Media’s “biggest year ever.”

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