Updated June 20th, 2017 at 12:54 pm.
Just a few weeks after cutting frequency to Dr. Oz the Good Life and laying off staffers, Hearst Magazines has indicated that it still believes in celebrity-driven titles in print.
The Pioneer Woman magazine debuted earlier this month with 150,000 copies in 4,000 Walmart stores across the country at a cover price of $3.99. Now, nearly three weeks after we first reported its launch, Hearst now tells us it’s distributing another 100,000 copies because the issue has nearly sold out.
Those familiar with Ree Drummond will recognize The Pioneer Woman brand, which started as a blog in 2006, and then became a Food Network show in 2011. Drummond has emerged as an influencer in the food entertainment space, with a growing portfolio of retail and media products, including best-selling cookbooks.
The decision to distribute the pilot issue at Walmart makes a lot of sense for Drummond who, like many food celebrities, has her own line of cookware. If you guessed that Walmart also has the exclusive selling rights to that cookware, you’d be right. A spokesperson from Hearst tells Folio: sister site min that distribution beyond Walmart will be determined after the two-issue pilot run. It’s also worth noting that Drummond will be selling copies of the issue at her retail location, The Mercantile, in Oklahoma.
Make no mistake though, there’s a traditional business model at play with this magazine inside the book. It’s not merely a thinly veiled a content marketing tool. It features 124 total pages, with a solid number of 35 ad pages — major advertisers include American Standard, Dr Pepper, Ikea, Land O’Lakes, Sherwin-Williams, and exclusive beauty sponsor, L’Oreal.
Hearst’s call to scale back Dr. Oz the Good Life from 10 issues to four was surprising to outsiders because the title was purportedly growing its advertising business in new categories and was aggressively increasing its rate base. Still, the company has a sound record building out magazines from previously established brands. Food Network Magazine, HGTV Magazine, and O, The Oprah Magazine, are the gold standard archetypes in that regard. All three are also bright spots within the company’s print portfolio.
Food Network and HGTV are both Scripps brands, thus making The Pioneer Woman the third print collaboration with Hearst Magazines. Given the success of their first two projects together, an increased frequency and circulation in 2018 seems likely.
This article originally appeared on Folio:'s sister site, min.