Hasta La Creative!

Grocery store shoppers in New York on Wednesday will see a new celebrity magazine vying for their attention at checkout: Bauer Publishing’s Closer Weekly. Where the Kardashians and other young celebs usually appear, however, Closer’s cover picks include Valerie Harper, Michael Douglas and JFK.

Bauer had earlier said it planned a celebrity weekly aimed at women in their mid-30s and up, but Closer Weekly is now aiming for women 40 and older, with “feel-good” celebrity stories and service-based articles, such as a feature on heels that don’t hurt.

“This is a category that was built on a lot of women,” said Marc Richards, publisher of Closer. “Now what we’re seeing is they don’t recognize a lot of these new stars.”

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