LAST year, Hearst Magazines said its new Food Network magazine would have paid circulation of 300,000 by this summer, a robust total given the economic climate. Instead, that figure is already over 900,000, making Food Network one of the 100 best-selling American magazines, and Hearst says that within months, it will rise above 1.1 million.
Hearst Magazines, a unit of the Hearst Corporation, has repeatedly gone against the grain, from its traditional tight cost control in an often profligate business, to lagging years behind in building magazine Web sites, to recently raising prices and increasing the physical size of its pages. As part of a privately held company, Hearst does not report financial information, but indications are that its willingness to defy conventional wisdom has been working.