The Oxford American misses out

November 26, 2012

Another in a series of actual press releases.


JENNA BUSH HAGER TO JOIN SOUTHERN LIVING AS EDITOR-AT-LARGE

Role Will Include Interviewing Influential Southerners,
Blogging and Reporting from the CMT Music Awards

New York, NY – Jenna Bush Hager will join Southern Living as editor-at-large, it was announced today by editor-in-chief Lindsay Bierman.

As a native West Texan, Ms. Bush Hager, 30, brings her passion and knowledge of the South to her new role at Southern Living. She will report on influential Southerners and important places in the region for the brand’s 16 million consumers.

Ms. Bush Hager is the daughter of former U.S. President George W. Bush and former First Lady Laura Bush. A graduate of the University of Texas with a degree in English, Ms. Bush Hager is also a contributing correspondent to NBC’s TODAY show.

Ms. Bush Hager will contribute to the brand’s popular “Paper Napkin Interview,” a Q&A with a well-known Southerner that runs in print and online. Past subjects have included Maya Angelou, Miranda Lambert, Morgan Freeman and Katie Couric. Her first interview will be with country music star Luke Bryan and is scheduled for the March issue.

“I was instantly charmed by Jenna’s style and charisma,” said Bierman. “Her Texas roots, passion for the South, and proven reporting chops make her a natural fit for the brand. I look forward to the fresh perspective she’ll bring.”

Ms. Bush Hager will also conduct a series of interviews for a major cross-platform story to run next year featuring up-and-coming Southern talent. She will be contributing to the magazine on a quarterly basis and blogging regularly for the Southern Living blog “Daily South,” beginning in January. Southern Living will cross-promote relevant blog posts with thenovoproject.com, an initiative Ms. Bush Hager launched with longtime friend and photographer Mia Baxter that focuses on a community of forward thinkers and tastemakers. She will also report from the CMT Music Awards in Nashville in June as part of the brand’s ongoing collaboration with the network.

“I’m so thrilled to be joining the team at Southern Living,” said Bush Hager. “As a proud Texan, I grew up flipping through my mother’s copy of the magazine, dreaming of the dishes. And so, I’m excited to interview influential Southerners, explore iconic places, and show how the next generation of women entertain.”

Ms. Bush Hager is also the grandchild of former President George H. W. Bush and former First Lady Barbara Bush. She is the author of a New York Times bestseller, Ana’s Story: A Journey of Hope, based on the life of a 17-year-old single mother living with HIV.

Southern Living is the nation’s seventh-largest monthly paid consumer magazine. The brand has experienced significant growth on the newsstand. Single copy sales have increased 6.6% in the first half 2012 vs. the first half 2011, according to ABC Rapid Report. Southern Living is also attracting younger consumers, posting a 1.6% uptick in the 18-34 age group. (2012 Spring MRI and 2011 Fall MRI). SouthernLiving.com is up 54% year-to-date in unique visitors (Jan-Oct. 2012 vs. the same period last year, Omniture).

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