Victoria Mag Gets Boost From Grieving Readers

Victoria magazine, the women's shelter book that's being revived this fall, has gotten responses ranging from 15% to 20% to its first mailing.

“This was a grieving audience that wanted the magazine back,” according to Phyllis Hoffman, president/CEO of Hoffman Media LLC, which teamed with Hearst Corp. to resurrect the title.

In July more than 1 million double postcards were sent to former subscribers. Another 482,000 pieces went out last month to lists of women who read similar magazines.

Current plans call for the Birmingham, AL company to make three sub-building drops annually in July, September and December, but Hoffman hints that a May mailing also is being considered.