Glenda's Way - Glenda Bailey of Marie Claire

Brandweek, March 5, 2001 by David Handelman

Her initial ideas included many that would follow her to America, including the vibrant cover and the now-classic fashion gimmicks, like "What I Bought Last Year," "101 Ideas," "Splurge or Steal," "Mix and Match" and "Looks for Less." Sales skyrocketed, and Bailey became so famously identified with the magazine that she appeared in American Express ads in England.

But when the time came to launch an American version of Marie Claire, a friend of Bailey's was ill, and Bailey didn't want to leave England. Instead, in 1994 she took on the additional role of consultant to all the international editions. Bonnie Fuller's first test issue came out that fall, followed by four more tests before the magazine went monthly.

Then Hearst decided that Fuller would replace Helen Gurley Brown at Cosmo, and Bailey was offered the top job. This time she was ready. And determined to find a profitable niche in the States.

When she arrived, she immersed herself in the culture by traveling to "every city Frank Sinatra sang about." A key fact she picked up on her journey: While sex was the surest way to move magazines off newsstands in England, in America, it's hair."

As a way of adding intellectual ballast of sorts, she ignored advice to steer clear of international coverage. Bailey's reasoning: "We only have one life. Isn't it interesting to know how other people live theirs?"

Another service to readers was when the table of contents was moved up to the opening spread last March. "I really commend them for that," says David Verklin, CEO of Carat. "The TOC is very important to that magazine, and I'd say it's now one of the best TOCs in publishing."

It's that willingness to change that has helped Marie Claire find purchase with American readers. Readers like the woman who recently wrote to Hearst Corporation president and CEO Frank A. Bennack Jr. The letter commends the magazine for avoiding the usual women's magazine trap of "cater[ing] only to the women whose self-esteem seems to be low," for "focusing on the entire self instead of just on the outer physical surface" and for substantive articles that "deal with real issues."

"I think," Bailey says, "this says it better than I could." As usual, the reader has the last word.

David Handelman is a weekly columnist for Mediaweek.com, a contributing editor to TV Guide and the TV columnist for Elle.