The magazine, a joint effort of Hearst Corp. and The Walt Disney Co., was launched in April 2003, and will publish its last issue in October.

"While we are proud of the magazine's successful launch, the translation into print was challenging and did not yield the results we anticipated," Hearst said in a statement Tuesday.

Hearst had hoped the magazine would be as successful at extending a strong television brand into print as O, The Oprah Magazine. That publication continues to thrive and will soon spawn a second title, O at Home.

Lifetime had an ambitious guaranteed rate base of 600,000. The bimonthly magazine, which printed feature articles based directly on shows on the cable channel, also covered fashion, beauty, relationships and other topics.

Hearst said 48 staff members based in New York would be offered jobs at other magazines. Lifetime's publisher and editor-in-chief will also remain with the company, Hearst said.