January 4, 2013
Time Inc. CEO Laura Lang has made a point of capitalizing on the company's enormous number of print subscribers and breaking down walls between its traditionally autonomous brands.
In keeping with this new collaborative spirit, celeb weekly People teamed up with healthy-eating monthly Cooking Light on a new editorial booklet called “Fresh Start” that mixes celebrities’ weight-loss stories with healthy eating tips and recipes. Sponsored by Barilla pasta and featuring a cover interview with actress and Jenny Craig spokeswoman Valerie Bertinelli, the booklet appears in People's ’s annual “Half Their Size” issue on sale Jan. 4 and in Cooking Light's Jan/Feb issue.
"I don't think this kind of thing would have happened 15 years ago when I started" at Time Inc., Cooking Light editor in chief Scott Mowbray said. "Now, it's very unforced and it really does take advantage of both magazines’ expertise."
This isn't the first cross-pollination between two Time Inc. titles—Money has partnered with both Real Simple and This Old House in the past—but this is the first time People or Cooking Light has created content with another magazine. It also represents a departure from Cooking Light’s typically celeb-free pages. (People regularly features recipes and health tips.) But it was that fact that Mowbray liked about the collaboration. Plus, he said, “we probably wouldn’t have gotten in the front door with Valerie without People.”
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