Hearst Corp., which acquired Rodale earlier this year, is focusing licensing efforts from that acquisition on Men’s Health and Women’s Health magazines, while looking at Prevention, Bicycling and Runner’s World for “niche opportunities,” says Hearst’s Steve Ross.

“There is certainly more scale with the bigger titles in terms of circulation, but there are some brands that speak very specifically to the enthusiast audience, and as such you are not going to make a product that they will consume. The Runner’s World readers are already buying top-of-the-line running shoes and looking at ways to improve their performance so you are not going to do a license for Runner’s World shoes.”

Hearst retained Earthbound Brands earlier this fall to handle licensing for Men’s Health and Women’s Health in seeking broader product distribution for vitamins, supplements, exercise equipment and other products, says Ross. Licensees being carried over are Box Out Group (subscription services) and Enchante (grooming products). The three other magazines will be licensed for niche programs such as events/experiences, says Ross.

Meanwhile, Hearst is planning an “aggressive rollout” of its CosmoLiving by Cosmopolitan brand, as an exclusive with Wayfair exclusive winds down. Bed, Bath and Beyond has begun carrying product online in recent weeks. Licensees Dorel Home (furniture), Rugs America (area rugs), Westport Linens (comforter and quilt sets) and Tempaper (wallpaper) will continue to field product as Hearst seeks to expand the brand into mattresses, office furniture and other products, says Ross. Hearst also plans to license the CosmoLiving brand for international markets.

Contact:

Hearst Corp., Steve Ross, Chief Global Licensing Officer, 212-649-3259, sross@hearst.com