You Can Read Her Like a...Magazine

摘要

O, The Oprah Magazine, the print-media progeny of Brand Oprah, celebrates its fifth anniversary with its May issue. In its short life, it has generated nothing but love, pleasure and a huge income stream. A true child of its mother, the magazine, published as a joint venture with Hearst, has made the numbers sing like a full-blown gospel choir. At a time when women's magazines have sputtered, Publishers Information Bureau reports that O revenues topped $207 million in 2004—an increase of about 15%; advertising pages were up more than 10% to nearly 1,600 pages. Circulation, notes the Audit Bureau of Circulations, was up 7.4 % for the first half of the year and has increased 300% since its launch in 2000. A top-10 single-copy-sales performer, O is on track to sell a million copies January issue at the newsstands. From the start, Winfrey's credibility and TV presence had been an intoxicant to people in the business of creating magazines, and, over the years, many publishers tried to persuade her to partner with them. One hit pay dirt.