The focus groups have been forcefed, the late-night catfights have been apologized for, and now Hearst's entry in the women's shopping mag market has a name: Shop Etc.

You know when everyone gets together to play a big practical joke, and it's this huge Lucille Ball-sort of caper, but then it's not at all funny and everyone's all mad or embarrassed afterward? Yeah, it's like that: Shop Etc.?

We much prefer Spend Ad Infinitum, or maybe Buy Ad Nauseum. Oh, the Latin jokes can just go on and on...Sellout Mala Fide?
Hearst Names New Shopping Magazine [Ad Age]