Memo Pad: Hearst Mag Worries... Maxim for Women?... Politics and Media...

Hearst Magazines is trying to trim its costs as the publishing industry retrenches in a shrinking economy.

FEMALE TO THE MAXIMUM: The original Gawker blogger, former editor in chief and current Fortune contributor Elizabeth Spiers has a new project in mind: an online women’s magazine that she’s calling a “Maxim for women.” It’s in early development and she’s only having informal conversations with possible backers, she told WWD, but the idea has been percolating since Spiers was running Dead Horse Media, which publishes the blogs Fashionista and Dealbreaker. Her idea is to “cater to the female id and the female ego….It’ll be a little less afraid of provocation than a lot of print magazines are. You can do that on the Web.” Spiers said her magazine would be less urban and would skew older than Jezebel, with which her idea is often compared.

In the meantime, Spiers is helping Flavorpill launch a new culture blog called, going live Monday. The idea is to draw readers to a Web site separate from Flavorpill’s listings e-mails and to cover arts and entertainment on a national scale beyond the local focus of the e-mail newsletters. Caroline Stanley, formerly of Gen Art, will take over as editor after Spiers’ consulting stint ends.

— Irin Carmon
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