All You

Time Inc. recently launched a new women's magazine -- All You. This magazine is aimed squarely at 40-something women, with an OK household income. It features models of all shapes and skin tone, wearing clothes from discount clothiers -- and has some practical recipes, with prices and advise on how to be Mrs. Fixit around the house -- "because even if they have a man around, chances are he's not doing it for them," says editor Bell Price. All this and it's cheap. Sounds great? One problem. To get one, you have to go to Wal-Mart. It's not sold anywhere else. With over 3,000 stores and more than 138 million shoppers per week, Wal-Mart has grown to become the largest magazine retailer -- having 15% of the market -- and some speculate, around 20-25% of the market for women's magazine. The Wal-Mart effect is again being felt. The fears here is that with such clout, Wal-Mart will do what it has done in other media segments -- force producers to make Wal-Mart versions -- special packaging for content they may feel is too racy, or just an outright ban on specific issues because of questionable content. Wal-Mart has already done so by canceling orders for the book The Daily Show with Jon Stewart Presents America -- because it showed the heads of the Supreme Court justices superimposed on naked bodies. Publishers are looking at Time Inc. moves and are already preparing new magazines for potential distribution at Wal-Mart only. Scary I suppose, but fitting in an America that has embraced conservatism. Read more at BusinessWeek.