Hottest Launches

Marilynn Jacobs, Director of Marketing, Every Day with Rachael Ray:

1. What do you consider the single most important achievement your magazine has accomplished in today's marketplace?

Every Day with Rachael Ray has achieved a circulation success story that is unlike any magazine ever published. EDWRR is one of only a few magazines ever to go back to press with its launch issue, and that robust pace has extended into our first Fas-Fax release (June 30, 2006), reporting total circulation of 826,597 - 98% over rate base. The Internet is one of our leading subscription sources.

But those numbers tell only part of the story. The Reader's Digest Association has utilized their expertise to create an unprecedented newsstand network for this title: a mix of mass retailers (including Wal-Mart, Target, and every major grocery chain) and high-end specialty stores (including tabletop, cookware, specialty food). The newsstand strategy extends beyond endemic food and entertaining retailers to also encompass such diverse chains as Linens & Things, Lowe's, and even Michael's Arts & Crafts. EDWRR has also broken entirely new channels for the industry in becoming the first magazine distributed at Bed, Bath and Beyond, an effort which included designing and manufacturing the chain's counter displays.

In today's marketplace, when some question the vitality of print and the health of the newsstand, the launch of Every Day with Rachael Ray demonstrates the possibilities of new approaches.

2. Looking back at your history, what was the most important hurdle you were able to overcome?

We have launched a highly diversified magazine, with a full range of lifestyle and food editorial and broad-based representation from nearly every major advertising category. Readers and advertisers immediately understood and embraced the concept that, while Rachael was best known as a food personality, her message and mission could transcend food and inspire a lifestyle publication. We believe we've created a new generation of food lifestyle magazine.

3. What was the biggest pleasant surprise?

Rachael's partnership with Oprah, beginning with her appearances on the "Oprah" show and culminating in the debut of the "Rachael Ray" show on September 18, a venture in which Oprah is a partner. The new TV show's concept is in sync with the lifestyle platform debuted in the magazine.

4. What is the biggest challenge you are facing today?

Managing our meteoric growth in all facets of the business.

5. Imagine you have a magic wand, and you can strike the magazine and make it a human being. Describe that human being.

She's on our cover every month! Rachael's down-to-earth vibe, alluring charm and completely accessible approach to food adventures makes her more than just the popular TV personality fans know and trust. She's a real-life cook just like them, with a "take a bite outta life" philosophy that is the springboard for Every Day with Rachael Ray.

6. The number of new magazine launches has been on a steady increase. What advice do you offer to someone wanting to start a new magazine?

It all comes down to one thing: create a strong brand. All the bells and whistles won't make a difference if you don't provide a product that is meaningful to the reader.

7. Finish this sentence: In 2010, your magazine will be...

...available in every media platform-print, digital, podcast, mobile-as well as some that haven't been invented yet, since four years is a new media eternity!