Woman’s Day magazine is breaking into online radio with the official launch of RadioWD, a new station powered by BlogTalkRadio. The magazine’s editors host a different 30-minute show each day of the week, with topics ranging from fashion and recipes, to managing money—and readers can tune in live on the day of or catch archived episodes on their own time.

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VP and Publisher Carlos Lamadrid said that’s precisely why Woman’s Day chose to launch an online radio show: to evolve and become “very interactive” like its reader base, and yet not err on the side of being too tech-oriented or trendy. “RadioWD is for the woman who’s at her desk at 12 every day having a salad,” he said. “Our content is inspirational—not aspirational—so she can open up her computer, listen to the show and get practical info on living well every day.” The format is also cost effective: Woman’s Day doesn’t have to pay for hosting or airtime, it just splits the station’s ad revenue with BlogTalkRadio. Available ad formats include pre-roll audio and video clips, banners and widgets.

Woman’s Day plans to plug RadioWD heavily in Q1, with both print and online promotions, but it has been testing the platform with BlogTalkRadio for the past few months. Launched in 2006, BlogTalkRadio has partnered with a number of companies, including publishers like HarperCollins and companies like Sun Microsystems; and says it has broadcast over 170,000 shows since its inception. The company closed a $4.6 million first round at the end of June. Release.