Advertising Industry
Industry: Email Alert RSS Feed`Bazaar' bets on facelift to raise sagging fortunes;Comeback: Hearst fights back from No. 4 position.
Advertising Age, January, 2000 by Kerwin, Ann Marie
The redesigned Harper's Bazaar that hits newsstands Jan. 17 will be closely scrutinized by fashionistas, media buyers and competitors eager to discern how a new editor will attempt to revive the struggling title.
Early indications are that Editor in Chief Katherine Betts plans to publish a bolder, yet more accessible Bazaar. Ad support for the redesign appears strong; VP-Publisher Jeannette Chang said the February issue will carry 147 ad pages, a 70% increase from the same issue last year.
That represents a much-needed boost for Hearst Magazines' fashion title. Bazaar has trailed behind Hachette Filipacchi Magazines' Elle, Conde Nast Publications' Vogue and even Fairchild Publications' W over the last year.
In the first 11 months of 1999,...
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