Will O Be a Different Kind of Magazine��Or lust A Vanity Case? - Brief Article - Statistical Data Included

Opinions vary on whether it can fly if it's just for the faithful.

There's unlikely to be a more explosive launch this year than O, the women's lifestyle magazine that made its debut in April (May/June issue) and is inspired by reigning talk show queen and self-styled guru Oprah Winfrey. If it's anywhere near the raging success of her syndicated TV show, then it's ka-ching--in a big way--for O publisher Hearst and advertisers alike. Initial returns suggest that could just be the case. A second pressrun of 500,000 copies was distributed after the first run of one million issues sold out nationwide.

Of course, nothing is a guarantee in the fickle world of magazine publishing. But at the very least, O has sparked debate about the wisdom of placing the table of contents on page 40, after all those slick ads. (O's TOC runs on page two, at Oprah's insistence.)

But the story of O is still in the first chapter, so FOLIO: asked a few magazine mavens for their opinions on the closely watched glossy--and where it goes from here.

Cathy Madison

Editor in chief, Utne Reader

There's so much Oprah in the book. How many great ideas can one person have? How many books can you put on the shelf? But there is a hunger out there for the type of information in O: self-empowerment for women outside of the latest and greatest fashions. But it has to go beyond Oprah's personality. People will eventually tire of her in the magazine, but not of her values and philosophies. The Camille Cosby interview is a good example of where the magazine might go in terms of a spiritual component. If that's done well, it may be sustainable enough. If not, the window isn't going to be open too long.

Juan Morales

Editor in chief, Detour

I don't doubt her sincerity in trying to reconnect to her audience, but it reads through and through like a motivational or self-help seminar between the covers of a magazine. If that's her goal, she's succeeded. But, as with most self-help literature, there's something implicitly patronizing about "You're needy. I can help you." Where one considers traditional magazine journalism, there's not a lot here. It's all hearts and flowers. You had better be an Oprah acolyte if you want to get the benefits of the content. But Oprah's numbers are not mass enough. If they want to reach a bigger audience, it would be wise to expand and take in other aspects of culture and celebrity. Her access to celebrities and public figures is enormous.

Christopher Hirsheimer

Executive editor, Saveur

It's another women's magazine. But I think Oprah really has peoples' well-being at heart--both men and women--and that can be the point of difference. She can delve into information and subjects in the magazine in a way that her TV show cannot. She's such a smart woman that I doubt she's just doing it for the money or to simply rehash the TV show. Her name is on the magazine, so I don't think she's going to take this lightly. She wants to empower women, and bring real meaning to their lives. If that's the mission, she won't ever run out of material. Plus, her audience crosses all lines.

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