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The brand name that is Oprah Winfrey is extending itself to the world of magazines, with the talk queen formalizing plans for her very own women's title.

The daytime host announced the long-rumored deal with media giant Hearst Magazines on Thursday. The mag is scheduled to hit the stands in March 2000, with a whopping 850,000 copy press run.

"I love the printed word and have always appreciated the unique connection between author and reader," Winfrey said in a statement.

The magazine will be aimed at women in their 30s--not unlike the makeup of Winfrey's afternoon television audience. Indeed, the project's stated mission is to "translate Winfrey's message of encouragement and inspiration to the magazine page." It's not known where perfume samples figure into the mix. Rest assured, though, there will be other women's magazine staples, including relationships, health, fashion and beauty coverage.

The title is as-yet untitled, although it's said that, yes, Oprah's name will be prominently displayed.

If you're wondering why Hearst isn't trying to push new reading material on the Jerry Springer audience, you haven't been paying attention.

In recent years, Oprah has denounced trash talk, moving instead to launch an influential book program and a supposedly spirit-raising "Change Your Life" format.

Named the most influential person in Hollywood by Entertainment Weekly magazine, Winfrey also, of course, dabbles in film, including the commercially failed slavery epic, Beloved (1998).

One-woman media kingpin or no, Oprah's locked into her day job--the talk show--through 2002.