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Edited by on April 10 2012 at 8:28 AM

On April 15, Cosmopolitan, Harper’s Bazaar and Marie Claire will make their viral video debut on Hearst Magazine‘s new YouTube channel, Hello Style

Hearst Magazines Bringing $10M Worth of TV Shows to YouTube

The channel is part of YouTube’s $100 million initiative to produce higher quality content in conjunction with other media companies in an effort to attract bigger and better advertisers who might not be so enamored with videos of dogs doing the darnest things and tweens sincerely singing Adele off-key into their computer screens .

YouTube provided Hearst with $10 million to start-up the channel, but the publisher will determine the content, which will be more plot-oriented than past online media and inspired by its magazine’s print features. So you can look forward to (?) video versions of Cosmo‘s “Sexy vs. Skanky” and Marie Claire‘s “Big Girl in a Skinny World.”

Seriously. Hello BadIdea.

Hearst is also launching a Car and Driver channel on May 1 to appeal to its man magazine demographic that will feature a mix of service and reality shows such as Driver Rehab and Battle of the Beaters. The latter, to my chagrin, is not about the joys of self-service but about two auto body shops competing to fix up old cars.

Why they didn’t call it Jalopy Seconds I’ll never know. [AdWeek]

Story by Lester Brathwaite

I was center square from 1969 to 1978, during which I perfected the art of the zing as well as a crippling cocaine addiction. Bea Arthur was responsible for both. @LesFabian lester at