Consumer Reports starts shopping magaine

The Associated Press is reporting that Consumer Reports will start a new shopping magazine aimed at women, but like the parent publication, won’t accept advertising. The new magazine is being called ShopSmart.

AP business writer Seth Sutel reports, “The idea behind ShopSmart, a new companion to Consumer Reports being launched this summer, is to reach out to younger women who want a quick read on the best deals in household products they buy frequently, skipping the extensive ratings and charts common to its sibling publication.

“According to early mock-ups provided to The Associated Press, the magazine will have a breezier look than Consumer Reports, with punchier colors and graphics and shorter, easy-to-read items. Consumer Reports planned to announce the magazine’s debut on Monday.

“Lisa Lee Freeman, a longtime magazine editor who will be taking the reins at ShopSmart, said in an interview that the magazine will be very different from the various shopping titles aimed at women these days such as the successful Lucky and Domino, both published by Conde Nast, and Shop Etc., from Hearst Corp.”

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