Know what's a great business to try and get out of? Magazine publishing! Felix Dennis is doing it. Brant Publishing is doing it. Hell, even Time Inc. is trying to get out of this hell hole. So what in god's name are USA Today and the Wall Street Journal thinking trying to get in on this business?

For starters: guaranteed distribution. The two ink-y titles (one shows up free at your Holiday Inn lobby, the other shows up free in the seat-back pocket of your Lincoln Towncar) are planning on glossing things up with lifestyle magazines inserted into the newspapers themselves — such a genius concept, the New York Times latched onto it years ago.

USA Today has an October launch date, reports Nat Ives, with plans for a "monthly magazine that will focus on active lifestyles, meaning lots of articles about pursuits such as jogging, traveling, kayaking and hiking." Also, lots of ads about retirement planning and nutritional supplements.