Well, bless your hearts, what's the longest renewal term I can have?

Southern Living, the magazine, is worried.

Its readers are getting old (51.2) and its newsstand sales are off the retail cliff.

How, the decoration and cooking mavens in Birmingham wondered, to attract the daughters of their subscribers?

It was obvious.

Hire Jenna Bush Hager, who has parlayed no discernible qualifications in journalism other than being named "Bush" and being 31 into a correspondent gig on NBC's Today and an inspirational blog, The Novo Project. At Southern Living she'll be writing for a column called Paper Napkin Interview, part of The Daily South, a blog.

Lindsay Bierman, the editor, told The New York Times Ms. Bush Hager was not hired purely because of her youth. He said she has a "passion for the South" that will "translate into what she would do for Southern Living."

Ms. Bush Hager, for her part, is embracing the opportunity to spread her wings. "There's a new generation of Southern women that I'd love to speak to. Entertaining and food and all the things that Southern Living does so well is something I don't do on the Today show."