Real Simple and TLC Announce Multi-Tier Partnership
NEW YORK, March 5 -- Real Simple and TLC have formed an
innovative partnership to develop multi-media content, it was announced
today by Steve Sachs, President, Real Simple, and Angela Shapiro-Mathes,
President, TLC. Together, the companies will create new lifestyle content
that will premiere across multiple platforms -- television, print, radio,
internet, and in store events -- creating an engaging, unmatched experience
The target audience is women who are happy with their careers and
personal lives -- but are trying to make their lives easier. All platforms
will offer an entertaining approach to a lifestyle makeover that will
leverage Real Simple's core brand promise and TLC's success in the genre,
with the popular WHAT NOT TO WEAR and 10 YEARS YOUNGER. Scheduled to launch
in August 2008, TLC has ordered 15 episodes of a prime-time television
series and Real Simple will simultaneously launch interactive digital
content personalized for the consumer along with content in the magazine
"This collaboration is a wonderful fit that speaks directly to our
viewers," said Angela Shapiro-Mathes, President, TLC. "Our brands are a
perfect psychographic match and, together, TLC and Real Simple will also
bring our advertising partners an unmatched opportunity to connect with our
"Over the past few years, Real Simple has transformed from a magazine
property into a multimedia power brand, and we're looking forward to
working together with TLC on this exciting partnership," said Steve Sachs,
President, Real Simple. The strong brand match between Real Simple and TLC
ensures that original content can be linked across multiple platforms with
ease. "It's an ideal partnership," said Kristin van Ogtrop, Managing
Editor, Real Simple, who oversees content creation for the brand across all
media. "We are thrilled to bring entertaining and informative Real Simple
content to TLC viewers."
This partnership is in direct response to the evolving media landscape,
uniting two pioneer media companies and offering a solution to advertisers
who demand a unique and organic way to connect directly with these brands
and their audiences. All advertising sales will be a joint effort by Real
Simple and TLC, and will consist of integrated multimedia packages that
include TV, print and online, including a presence across Time Inc.
publications. (Real Simple is a division of Time Inc., a Time Warner
The companies, who share a similar key target audience and are
well-known for offering a trusted and friendly experience, also gain the
opportunity to draw new audiences into their respective brands, while
providing current consumers with new access points to high-quality content.
Real Simple brought on veteran producer/executive, Andy Friendly
(founding producer, Entertainment Tonight and President of Programming and
Production, King World) and Greenberg Glusker Entertainment Department
Chair, David Stanley, to help shepherd the deal with TLC. Friendly and
Stanley will continue to work as consultants on the show.
An executive producer and host have not yet been named, but Real Simple
and TLC expect to announce these roles in the coming months.
About Real Simple
Real Simple launched in March 2000 and has quickly become one of the
industry's biggest success stories. The magazine has struck a chord with
busy women looking to make life easier, currently reaching 7.3 million
readers per month.
Real Simple has expanded its brand promise, "life made easier," to
other platforms, including: books; international editions; television;
online -- http://www.realsimple.com; two innovative product lines sold at Target;
a syndicated newspaper column; and a daily presence on XM Satellite Radio.
Real Simple is part of Time Inc., one of the largest content companies
in the world and the largest publisher in the U.S. and U.K. Time Inc. is a
Time Warner company.
TLC's innovative hit series include perennial fashion favorite What Not
to Wear; Little People Big World; Jon & Kate Plus 8. The network defined
home design with Trading Spaces and continues to reinvent the genre with
Property Ladder, Flip That House and Moving Up. TLC's daytime lineup
includes the Emmy Award-winning A Baby Story as well as Take Home Chef. In
2008, the network re-launched Miss America Live and its multi-part
companion reality series, and premiered The Secret Life of a Soccer Mom and
10 Years Younger in primetime.
TLC is available in more than 96 million homes in the US, nearly 8
million homes in Canada and through the website at http://www.tlc.com. TLC is part
of Discovery Communications which is owned by Discovery Holding Co.
(Nasdaq: DISCA, DISCB), Advance/Newhouse Communications and John S.
Hendricks, Discovery's founder and chairman.
SOURCE Real Simple; TLC