Hearst is launching a new print title called 'TrendingNY'
A free newspaper-magazine hybrid
Despite a move in the UK towards digitally-orientated titles and the avoidance of print products, Hearst is readying to launch a new print venture in New York.
To be called TrendingNY, the newspaper-magazine hybrid is a free weekly publication that will be distributed from September 8 through to September 30 this year. This means four issues, distributed from Monday to Wednesday of each week.
Each issue will have a print run of 50,000 copies and be handed out in the New York metro area, including key neighbourhoods in Brooklyn and Queens. The paper will focus on New York-centric cultural events, restaurants and what's in stores – all during that week – and is edited by Emily Cronin, a former Acting Features Editor at Harper's Bazaar US and Elle UK.
"Trending will target Millennial women and have a predominantly fashion and beauty focus," stated Michael Clinton, President, Marketing and Publishing director of Hearst Magazines. "It's about what's happening now."
The weekly will only be tested in September, and if it does well, Hearst will make it a regular occurrence. How Clinton defines "well" will be linked to reader feedback via social media such as Twitter and Facebook.
The pilot issue of TrendingNY will be 48-pages and carry roughly 18 to 20 advertisements from retailers including Macy's, Bloomingdale's, Banana Republic, Emporio Armani and L'Oréal Paris.