Television Star and Best-Selling Author Sandra Lee and Hoffman Media, Launches New...

Tue Feb 17, 2009 6:57am EST

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Television Star and Best-Selling Author Sandra Lee and Hoffman Media, Launches
New Magazine Sandra Lee Semi-Homemade(R) Today

Magazine Fills Gap During Media Downturn

BIRMINGHAM, Ala., Feb. 17 /PRNewswire/ -- Sandra Lee, host of the
highly-rated, Emmy-nominated Food Network show, "Semi-Homemade Cooking with
Sandra Lee," today launches her new magazine, Sandra LeeSemi-Homemade(R).  The
inaugural issue published by Hoffman Media, focuses on ingenious culinary and
lifestyle solutions for those who want to stretch their time and resources
while enriching their home life.

(Photo: )

The premier issue contains over 180 quick and easy recipes and ideas, 20
minute money-saving meals and affordable decorating tips. Featured in the
first issue are recipes and decorating ideas for a Sweetheart Valentines
Supper and a St. Patty's Day Shamrock Soiree. The magazine integrates
brand-specific items into recipes.

The magazine is published in a bimonthly format with the majority of the
content geared toward food and entertaining and the remainder focused on home,
gardening, crafts and lifestyle in general. Sandra's trademark 70/30
Semi-Homemade philosophy will be the foundation for all content:  The 70/30
philosophy is a formula for anyone at any skill level to combine 70 percent
ready-made products with 30 percent fresh ingredients, and creative touches
allowing the end user to take 100 percent of the credit for something that
looks, tastes, and/or feels as if it were completely made from scratch.

Sandra Lee, who takes on the new role of Editor-in-Chief, said, "I am thrilled
to embark on this groundbreaking endeavor with Hoffman Media. Sandra Lee
Semi-Homemade magazine marries fresh, innovative ideas with brand integration
allowing the reader to achieve attainable results while saving time and money,
so they can make every day and every meal special."

Hoffman Media, publisher of the wildly successful Cooking with Paula Deen, has
developed a truly unique magazine format with Sandra Lee Semi-Homemade that
features unprecedented brand name product integration. The magazine will keep
with Sandra Lee's philosophy that specific brands deliver specific results,
and include brand-names that provide a legitimate Semi-Homemade solution
throughout its content and recipes. Hoffman Media believes this distinctive
format will benefit readers and appeal to advertisers.

Phyllis Hoffman, President of Hoffman Media added, "We are honored to partner
with Sandra Lee on the launch of our newest magazine. Her semi-homemade
approach to preparing great food, effortless entertaining and affordable
decorating is so relevant for today's consumer. We are thrilled to bring the
magazine to the market and Sandra's loyal fans."

Sandra Lee's long and diverse career certainly prepares her to take on the
role as an authoritative voice in all aspects of home living. Sandra has
gained the trust and admiration of millions of viewers and readers as the
advocate for the overextended person. As a graduate of the Cordon Bleu, a
veteran Food Network star, a regular QVC guest expert in the home, food,
garden, floral and crafts categories, as well as the best-selling author of 17
books, Ms. Lee's breadth of experience is unique in the market. The premier
issue of Sandra LeeSemi-Homemade will have a distribution of over 300,000
copies to all major newsstand outlets, with a newsstand price of $4.99 and a
subscription offer of $19.98. The title will be sold both on newsstands and at
major retailers throughout the country and will be supplemented by the web

About Semi-Homemade(R)
Sandra Lee is an internationally acclaimed home and food expert with an
Emmy-nominated television show "Semi-Homemade Cooking with Sandra Lee," which
airs on the Food Network.  With 17 books to her credit, she is a New York
Times and best-selling author. Semi-Homemade is a media company
that revolutionizes the way people think about homemade. With her trademark
70/30 Semi-Homemade philosophy, Sandra Lee has become the advocate for the
overextended homemaker.  Semi-Homemade allows anyone to take 100% of the
credit for something that feels and tastes as if it were made completely from

About Hoffman Media, LLC 
Since its founding in 1983, Hoffman Media has been a leader in
special-interest publications. Targeting the women's market, the company
publishes Cooking with Paula Deen, Victoria, TeaTime, Southern Lady, Taste of
the South, Just CrossStitch, and Sew Beautiful.

SOURCE  Hoffman Media, LLC

Diane Briskin or Jennifer DeMarchi, both of Dan Klores Communications,
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