Article: MEMO PAD: RED ALERT... HOLIDAY CHEER LEADERS... NICHE ADDS MASS.

Byline: Jeff Bercovici, Sara James

RED ALERT: Time Inc. has Real Simple; Hearst has Oprah. Now Hachette Filipacchi Media is making its own grab at the market share being freed up by the decline of the traditional women's service books. Beginning April 19, Hachette will test the first issue of the U.S. edition of Red, a magazine aimed at women ages 25 to 49. Alex Postman, Elle's executive editor, will oversee the issue, marshaling contributions from her own staff and the staff of Red U.K. (The six-year-old title, above, has a circulation of 196,000 in Britain.) The 140-page issue will have a print run of 300,000 copies, distributed in the top 10 markets.

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