Following the November announcement that O'Donnell will become editorial director of McCall's magazine, Advertising Age ran an op-ed piece criticizing the decision. That statement opened a door that Age couldn't resist kicking in. Martha Stewart Living makes sense.
O makes sense.
But Rosie's McCall's comes across as a me-too scheme. The trade mag's editorial failed to meet with O'Donnell's well-documented feistiness, but it did receive a sunshiny letter from McCall's publisher Madelyn Alpert Roberts. Advertisers can reach 15 million women in print as the third prong on Rosie's already amazing multimedia platform of 3 million daily TV viewers and 9 million monthly Web hits. Rosie's McCall's will launch in spring 2001, barring any ad industry boycotts. ABC News Internet Ventures.