Wenner's Us Style Again Put on Hold
For the second time, Wenner Media’s Us Weekly postponed plans to launch a fashion/beauty spinoff. Us Style, first slated for a spring launch and delayed until the fall, is being put off again.
Us Style was supposed to publish quarterly with a circulation of 450,000. It would have competed with other fashion/beauty spinoffs like Time Inc.’s People StyleWatch.
While the softened economy was cited the first time Us Style was delayed, Us Weekly publisher Vicci Lasdon Rose said that distribution problems that disrupted magazine deliveries to retailers across the country in February led to the decision to put off the launch a second time. Instead, Us plans this fall to publish a 1-time bookazine, a higher-priced publication with fewer ads than a conventional magazine.
Rose said that while “we’re absolutely unanimous that this audience is ready and willing to receive such a vehicle, instead of a full-scale rollout, we felt we could be more effective in a limited basis during this particular time.”
Wenner said it still plans to publish Us Style, but not until 2010.
