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Hearst Pop-Up Mag TrendingNY Targets Millennial Women

EricaDomesekPicAn interesting experiment is about to unfold on the streets, buses and trains of New York City. For the next four weeks starting Monday September 8, Hearst will crank out weekly 50,000-copy print runs of a free newspaper-magazine hybrid called TrendingNY.

From Alexandra Steigrad‘s recent report:

The pilot issue of TrendingNY will be 48 pages and carry roughly 18 to 20 ads from retailers including Macy’s, Bloomingdale’s, Banana Republic, Emporio Armani and L’Oréal Paris.

According to Ellen Levine, editorial director of Hearst Magazines, contributors to the magazine will include Erica Domesek (pictured), founder of blog P.S. I Made This, and Aliza Licht, senior vice president of global communications at Donna Karan New York. Domesek will write about do-it-yourself projects, while Licht will provide career insight.

If the weekly generates a successful response, Hearst will continue publishing. The EIC is Emily Cronin, formerly a features editor at Harper’s Bazaar and Elle UK.

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