Avon, Hachette Filipacchi to Launch Magazine

In the latest development in custom publishing, Avon Products Inc. and Hachette Filipacchi Magazines, publisher of Elle, are launching a magazine called Athena: Common Sense, Uncommon Style, which will be aimed at women. Initial distribution will be through newsstands. The joint venture is to be launched in April. Cover price will be $3.50. The magazine will contain articles on beauty, fashion and nutrition.