US Weekly, which inspired a host of competitors by using candid celebrity photos, a larger dose of scandal and splashy graphics to emerge from the shadow of rival People, is fighting to retain its share of a crowded market.
Rather than retrench and ride out the magazine industry's current slump, US Weekly's publisher, Jann Wenner is pushing ahead with a plan to expand the franchise. Next spring, his Wenner Media LLC plans to introduce a fashion quarterly designed to give readers a guide to dressing and primping like the celebrities who appear in the magazine's weekly pages.
The plan marks an attempt by Mr. Wenner to replicate People's success with extensions of its flagship magazine. Those special editions, which include a monthly celebrity-driven shopping guide similar to what the edgier US has planned, attract advertisers seeking a more-targeted audience than People's.
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