Boston Globe Media launches "Lola"

Boston Globe Media launches "Lola"
Posted by Boston Globe Business Team

Boston Globe Media announced today the November launch of "Lola," a lifestyle magazine aimed at women in their 20s, 30s, and 40s.

The magazine, with a planned print run of about 45,000 copies, will be available free of charge at 800 locations throughout Greater Boston; starting in January, Lola will appear monthly, said Boston Globe Media, a group that includes The Boston Globe, Boston.com, GlobeDirect, and the Worcester Telegram & Gazette.

Boston Globe Media noted that "Lola" will be the third niche publication it has launched within the last year; the other two are "Design New England" and "Fashion Boston."

Many newspapers, especially those in large urban markets where high-speed Internet connections are readily available, are losing readers and ad dollars to the Internet; developing niche publications is one way to capture additional revenue.

"We are strategically pursuing new markets and niche segments by developing a portfolio of publications that meet the targeted needs of advertisers and audiences," Boston Globe publisher P. Steven Ainsley said in a statement.

The "on-the-go lifestyle magazine" is designed to bring Boston women a "best friend's take on everything and anything that can make local life a little better."

Lucy Bartholomay, the Globe's managing director of product innovation, further described "Lola" in a statement.

"Created as a trusted friend for women, 'Lola' will be informing, entertaining, and inspiring," Bartholomay said. "She'll have plenty to say about local restaurants and shopping as well as about healthy living, relationships, things to do and think about."

For convenience, the magazine will be of a compact size that easily fits into a purse, backpack, or briefcase, the company said.

Susanne Althoff, senior assistant editor of The Boston Globe Magazine, will serve as "Lola's" consulting editorial director, Boston Globe Media said.

Boston Globe Media is owned by The New York Times Co.
(By Chris Reidy, Globe staff)


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