Us Weekly doubles down on print amid strategic overhaul
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Cover of US Weekly magazine. Photo by Hype Williams.
Us Weekly, the Hollywood and celebrity magazine, is expanding its print product from 48 issues to 52, its new editor Dan Wakeford told Axios. Each edition will also expand by 12 pages.
Why it matters: It's part of a broader overhaul of the 47-year-old publication to reach a more sophisticated audience with more authoritative content.
- "We want smart, busy and curious women," Wakeford said. "I want to bring in folks who at the moment feel a bit guilty about consuming this information."
State of play: Wakeford — who most recently served as editor-in-chief of The Messenger and before that was the editor of People and Entertainment Weekly — plans to expand the scope of Us Weekly's celebrity coverage with a new focus on sports and influencer verticals.
- He also plans to double down on video. The firm has built a new TV studio in its New York offices to focus more on creating viral social media content.
Zoom out: Part of the brand overhaul includes leaning into more authoritative coverage of celebrity news, with new contributors, and a larger focus on accuracy and truth in the age of AI, Wakeford said.
- Famed horoscope star Susan Miller will be a regular contributor to the magazine, along with new contributing writers, such as Amy Odell and Jo Piazza.
Between the lines: Us Weekly is one of several gossip and celebrity outlets owned by A360 Media, the former parent to the National Enquirer, but it's by far its biggest.
- Its print circulation today stands at 1.95 million, a spokesperson confirmed, which makes it one of the largest print magazines by circulation in the country.
The big picture: Many legacy publications have returned to print or doubled down on it amid advertiser demand for higher-impact placements.
What's next: The magazine's first cover upon relaunch will feature Selma Blair, shot by famed photographer and videographer Hype Williams, and an interview focusing on Disability Pride Month.
