VLife Vies to Take Its Show Biz Style to Wide Audience

0

The concept may seem well-worn a glossy magazine stuffed with celebrity profiles, travel features and ads for luxury products but the publishers of VLife insist it’s different.


Reed Business Information, a subsidiary of Dutch conglomerate Reed Elsevier PLC, is moving what had been a semi-monthly supplement to its daily and weekly editions of Variety into a stand-alone monthly publication, beginning in September.


“VLife is a natural extension of Variety, a brand extension,” said Publisher Madelyn Hammond. “It’s a true testament to the merging of Hollywood, fashion and consumer brands.”


Reed executives want to reach a nationwide paid circulation of 250,000, ahead of regional titles such as L.A.-based Distinction (circulation 70,000) and Los Angeles Confidential (also 70,000).


The publishers boosted the editorial staff from nine to 13, gave the magazine a stiff-bound cover and inked deals with Borders Group Inc. and Barnes & Noble Inc. to sell VLife in bookstores nationwide.


“It’s a logical progression,” said Samir Husni, chair of the Journalism Department at the University of Mississippi. “It’s part of this media age we’re living in that once you have a foothold in a particular area, you want to take over that entire area. VLife is the last link in their chain of covering Hollywood.”


VLife grew out of special issues that Variety published to spotlight fashion at events such as the Academy Awards and Golden Globes. From there, it was suggested that Variety launch a separate lifestyle publication for entertainment professionals. VLife was born as a supplement in 2003.


As a standalone, Executive Editor Tom Tapp said he will be looking for more analysis and longer profiles not only of celebrities but other figures in the entertainment industry. He cited last year’s profile of Peter Murphy, who headed Walt Disney Co.’s strategic planning unit until resigning earlier this year.


“Our connections within the industry and our knowledge of the industry and its players are significantly greater than other publications,” Tapp said. “It is a competitive marketplace in terms of clutter. I don’t think it’s particularly competitive in terms of the niche we’re trying to do.”


Advertisers will include luxury brands such as Armani and Hermes, as well as the more mid-market Target. Within its target Hollywood audience, VLife is aimed primarily at readers with the titles of vice president or higher.

No posts to display