Paltrow probably explaining how technology is cyclical onstage at a recent lifestyle conference in L.A. (Photo by Mike Windle/Getty Images for Airbnb)

In a surprising move when many publications are streamlining their print editions and going straight to the internet, trendsetting rabble-rouser Gwyneth Paltrow will bring her lifestyle blog Goop to the printed page in September 2017. Even Variety snarks today, “Gwyneth Paltrow’s Goop is heading to a dead-tree platform.”

Variety continues that the print edition of Goop, which will “revolve around wellness themes—will be released quarterly along with co-produced and co-branded digital content.” It will also have some serious backup, as it will be released under the Conde Nast imprint, under the tutelage of CN artistic director Anna Wintour, also famous as the long-time editor of Vogue. Said Paltrow in a PR-fueled statement:

“Anna is a powerhouse, and one of the most admirable thought leaders in media. Collaborating with her and Condé Nast on this multiplatform content partnership, anchored by Goop’s emergence into a physical entity, was an opportunity for us to push our boundaries visually and deliver Goop’s point of view to consumers in new, dynamic ways.”

For her part, Wintour reports that Goop will focus on “the way we live today.” By ”we,” Wintour must be referring to Paltrow and herself, as the Goop website famously features pricey items like the Bianca Pratt stack rings ($6,465) and a Michael Kors tie-front dress ($1,725) currently in its front-page “Goop Shop.” Paltrow also recently announced Goop’s first wellness conference, so look for Goop’s quarterly, collectible print pages to offer many uses for crystals and aura-photographing tips.

Since Paltrow’s last film role was in 2015 (in the dreadful Mortdecai), she appears to have been spending her downtime thinking about ways to expand the Goop brand. But sometimes you have to wonder: Sure, the title is based on her initials, but do you think she ever regrets giving her empire such a dumb name?