Millionaire investor and “Queen of QVC” Lori Greiner of ABC’s Shark Tank has more than her share of projects. Between the hit reality show, mentoring entrepreneurs, and her role at the popular shopping network, one would think Greiner is at full capacity. Not so – this past spring, the business icon added the publishing industry to her portfolio.
Greiner confirmed her popularity after appearing on the cover of Parade in 2017. The issue’s success gave the brass at AMG/Parade the idea of launching a magazine with Greiner at the head. Tracey Altman, AMG/Parade executive vice president of new ventures and business development, saw to it herself that they made the pub a reality, calling it Living Inspired.
“When Lori was featured on the cover of Parade last year, it was one of our top 10 most popular issues of 2017,” Altman said, according to Folio. “Lori is a hero to women of all ages – and in Living Inspired by Lori Greiner, she’ll teach her readers how they can be heroes in their own lives. Lori and AMG/Parade are a symbiotic match and we’re looking forward to working with her and her team regularly.”
Greiner, who serves as editorial director on the magazine, spoke of the importance of her partnership with AMG/Parade, and how they were building something from the ground up. “Creating this magazine from scratch along with AMG/Parade was a true labor of love,” Greiner stated, as noted by MediaPost. “They helped me bring to life the content, look and feel I wanted. My hope is that … Living Inspired will bring them success, positivity, joy, fun and, of course, inspiration!”
Providing content on what she knows best
According to Greiner’s website, the glossy lifestyle magazine is “designed to help you in so many ways – from how to succeed and overcome life’s obstacles, to advice on dealing with problems at work and at home, fun places to go, great products to try, wonderful things to eat and even how to look and feel your best. It’s full of tangible advice and tips that will immediately improve all areas of your life. My hope is that readers will take some time for themselves to read the magazine, feel good about their lives, and yes, be inspired.”
The first issue hit news stands in March. The premiere issue featured content on everything from advice and inspiration, to money and investing, and health and beauty, as noted by Folio. “We are planning to increase annual frequency to quarterly or bi-monthly,” Altman said.
Mediapost reported that the magazine contained four main sections: Inspired Life, Inspired Style, Inspired Success and Inspired Travel, along with a pull-out page called ‘For You List,’ that offered discounts on products chosen by Greiner. AMG/Parade gave readers a preview of the magazine with a pop-up insert in Parade’s March 10 issue, that was targeted to reach 40 million readers.
‘Living Inspired’ joins a list of other celebrity-run mags
Greiner’s magazine is one of many started by TV and movie personalities. Some popular celebrity-run pubs include Gwyneth Paltrow’s Goop, Joanna Gaines’ Magnolia Journal, Ree Drummond’s The Pioneer Woman magazine, and of course, Oprah Winfrey’s O, The Oprah Magazine, which launched in 2000.
“We know that magazines centered around influencers, well-known figures and popular brands are the ones with the most vitality,” Altman said, as noted by MediaPost.
“I’m hoping my readers will connect with me in a whole new way through Living Inspired by Lori Greiner.” Greiner said, as reported by Folio. “The content is going to be fun, exciting, and loaded with helpful, interesting things that everyone will find useful and will love.”
Time – and sales – will tell if AMG/Parade runs more issues of the magazine, though knowing Greiner and how she resonates with audiences, it’s a safe bet we’ll be seeing more of Living Inspired.