Life
Cats aren't the only ones with multiple lives. Time, Inc.'s well known, universally recognized Life magazine has come back to life, looking to bring readers American society and culture in their classic, one-of-a-kind photos. This time the magazine has launched as an insert in 70 newspapers across the country. Such a move gives the resurrected publication an immediate circulation of 12 million - a feat that would take the company 50 years to achieve independently. Despite this nifty circulation tactic, Life is off to a slow start in gaining traction with advertisers. Of course, nothing in the magazine business is new, and no one tries to reinvent the wheel. Few general interest magazines were born, or reborn, as hits. All took time, patience, sweat, and ads to make it. Remember Vanity Fair's first year after its rebirth? The timing for Life's rebirth is perfect with one statistic after another showing us that pictures are still the number one thing we look at in magazines and newspapers. We are a visual society, and it took guts by Time, Inc. to re-Iaunch Life . I hope they'll have the guts to stick with it until the wheels start moving.