Parade‘s New Health Insert Will Supplement the Supplement

healthystyle.jpgOn Thursday, Tennessee-based newspaper supplement publisher PGA announced that they had hired an ex-Health executive editor for a new, 9 million-circulation monthly health insert.

Now the granddaddy of newspaper supplements, Parade, has announced they are launching a health-and-fitness insert of their own.

To be called Parade’s HealthyStyle, the magazine is scheduled for a September rollout. Eva Longoria will grace the first cover.

But why the launch of supplements in an industry slump? According to AdAge:

Both Spry and Parade‘s new entry, Parade’s HealthyStyle, could help papers provide health content despite contracting newsrooms, media buyers said. “Newspaper readers tend to be loyal, and they’re used to seeing that, and now they’re not,” said Brenda White, VP-director of publishing activation, Starcom USA. “Coming in and giving them that content back is very interesting.”

Translation: Why pay those pesky full-time health reporters when you can outsource?