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Posts Tagged ‘Shape’

Shape Labels Ad for Shape Product as ‘News’

Adco-superJumboThe September issue of Shape contained what should be known as “Exactly How Not to Do Native Advertising.” The New York Times reports that the magazine published a full page article titled “Water Works!” with the label “News.” The problem: It was definitely not news. In fact, the article was just an ad for Shape branded drinks called Shape Water Boosters.

The article/ad cited a few studies about how unhealthy sugary drinks are, but added that some people don’t like the way water tastes. What’s the solution? Why Shape Water Boosters, of course! “Just a single squeeze (equal to a half-teaspoon) adds delicious flavor — but not calories — along with a concentrated punch of nutrients that offer some important bonus benefits,” explained the ad.

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Cover Battle: Shape or The New Yorker

Welcome back to another edition of FishbowlNY’s Cover Battle. This Thursday we have Shape versus The New Yorker. For its latest cover, Shape went with the queen of hip-hop, Mary J. Blige. We know, this is an unfair battle already. Blige is not only the legendary Mary J. Blige, she’s 42 years old and looks like that. But look, we don’t need, don’t need, no haters. We just trying to love one another. We just want y’all to have a good time, no more drama in your life. Work real hard to make a dime, if you got beef, your problem, not mine.

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Shape France Folds

Many of you probably never even realized there was a Shape France, but it’s too late now to get to know it. The New York Post reports that the title is folding; the current issue being its last. Shape France launched almost exactly one year ago, but it never gained any traction with readers.

“The international market, based on the economy, is very challenging, especially in France,” an AMI spokesperson told the Post.

Shape France’s shuttering coincides with the departure of Sue Yein Butcher, a veteran of AMI. Butcher had been with the company since David Pecker purchased it in 1999.

Deborah Mignucci Named Publisher of Fit Pregnancy, Associate Publisher of Shape

Deborah Mignucci has returned to AMI to become Publisher of Fit Pregnancy and Associate Publisher of Shape. Mignucci rejoins AMI from a stint with Meredith Corporation, where she most recently worked as the Vice President, Sales, Group Publisher, U.S. Magazine Group for the company’s FamilyFun Group. Prior to Meredith, Mignucci was at AMI for five years as Vice President, Group Publisher of Fit Pregnancy and Mom & Baby magazine.

“Deborah has a proven and impressive background in being creative and driving revenue across multi-platforms in the important category of pregnancy and parenting,” said David Pecker, Chairman, President and CEO of AMI.  ”We’re thrilled Deborah is rejoining AMI’s Women’s Active Lifestyle Group, which reaches over 9 million women who are at the peak of their spending power.”

Mignucci will report to Kristen Elliott, Vice President, Group Publisher of AMI’s Women’s Active Lifestyle Group, which includes the ShapeFit Pregnancy and Natural Health.

Most Popular FishbowlNY Stories of the Week

Here’s a look at what FishbowlNY stories made the most buzz this week.

  1. Anonymous Floods WSJ‘s Facebook Page with Comments, February 21
  2. Gothamist Commenter Arrested for Threatening Ray Kelly, February 22
  3. How Kate Bolick Ended Up on the Cover of The Atlantic, February 21
  4. HuffPost’s Head of Media Relations Leaves, Launches New Agency, February 17
  5. Private Practice Star Kate Walsh Gets Naked for Shape, February 21
  6. Hall of Famer, and Mets Great, Gary Carter Succumbs to Brain Cancer, February 17
  7. Changes at Martha Stewart Living, February 23

Keep up-to-date with the latest FishbowlNY news. Click here to sign-up for the FishbowlNY daily newsletter, bringing you our articles each afternoon directly to your inbox.

‘Private Practice’ Star Kate Walsh Gets Naked for Shape

(Via WWD)

Kate Walsh, the star of “Grey’s Anatomy” spin-off “Private Practice,” will appear naked on the cover of next week’s Shape. A pitiful publicity ploy from a plummeting publication? First of all, apologies for the alliteration. Secondly, no, this was not Shape’s idea; it was Walsh’s. The 40-year-old actress approached the magazine with the idea months ago, and they loved it.

Walsh merely thought we all needed to know how great she looks. When WWD asked why she proposed the nude shoot, Walsh replied, “I’m enjoying my 40s and wanted to share that.”

Fantastic. Let’s all hope that Betty White isn’t enjoying her 90s.

The Personal Stories Editors Want to Publish

After talking with at least 60 editors for our four-part series on pitching personal essays, we’ve learned a lot about what they expect in a publishable story.

Paula Derrow from Self wants fresh and relatable while Whole Life Times’ Abigail Lewis puts extra emphasis on humor and a tie into their L.A. home. And for Shape, editor A.J. Hanley says it’s all about tone, tone, tone.

Our latest installment adds 15 more magazines that are gunning for a first-person narrative. Find out what these editors and others crave in the pitch in Personal Essay Markets, Part  III. [sub req'd]

The Personal Stories Editors Want to Publish

After talking with at least 60 editors for our four-part series on pitching personal essays, we’ve learned a lot about what they expect in a publishable story.

Paula Derrow from Self wants fresh and relatable while Whole Life Times’ Abigail Lewis puts extra emphasis on humor and a tie into their L.A. home. And for Shape, editor A.J. Hanley says it’s all about tone, tone, tone.

Our latest installment adds 15 more magazines that are gunning for a first-person narrative. Find out what these editors and others crave in the pitch in Personal Essay Markets, Part  III. [sub req'd]

Two Moves at Time’s Lifestyle Group

There were two moves announced today within Time Inc.’s Lifestyle Group: Renée Tulenko is now the Associate Publisher of All You and Lana LoRusso is now the Associate Publisher of Health. Tulenko was most recently Associate Publisher of Health, where she had worked since 2003, and LoRusso comes to Health from Shape, where she was Associate Publisher of Sales.

Tulenko will report to Suzanne Quint, Publisher of All You, beginning tomorrow. “We could not be more excited for Renée to use her passion and energy to help marketers capitalize on All You’s distinctly strong consumer connection across all of our platforms,” said Quint.

Likewise, LoRusso will report to Health’s Publisher, Kevin White. “Lana’s industry knowledge and expertise make her an ideal addition to Health as we continue to evolve the brand across all platforms,” said White.

Revamped Shape Hits Newsstands

The new look Shape launches today, marking the first issue under the guidance of  Editor-in-Chief Tara Kraft. WWD reports that the April issue features the future of the magazine: More lifestyle pieces, general interest articles, and beauty tips.

Other changes include reworking old features, adding new ones and adding more pictures to exercise articles.

Kraft says of the new look, “People aren’t buying as many magazines as they used to, so we want to have everything a woman needs, in one issue.”

If this move seems odd, you’re not alone. Don’t readers buy Shape for articles about fitness? Isn’t that what the entire brand is based on? It seems like if readers want lifestyle articles, they can go to Cosmo or magazines like that. Maybe the shift is because of spiraling numbers, but it doesn’t make much sense to us.

Also, we’re just going to go ahead and believe that the six pack on Vannessa Hudgens is airbrushed. Just let us think that. Thank you.

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