B-to-Bs are in Style at Conde Nast

Folio: The Magazine for Magazine Management, March 1, 2004

While Footwear News publishes special sections and creative units, the weekly's frequency and 60-year tenure is the real draw for advertisers, according to Amill. "As a weekly and a leader, we are a necessity for advertisers looking to brand, expand, launch, open more retailers, create buzz or educate consumers about their product lines," he explains. "We are a proven vehicle to grow business." His regular advertisers include Skechers, Wolverine, Global Brand Marketing, New Balance, Avia and Florsheim.

Given the results of the past few years, would Conde Nast make a bigger commitment to b-to-b? That's unlikely, says AdMedia Partners' Crosland. "They own it and are making money," he says. "But they're not excited enough to want a more significant presence in this arena."

On the other hand, Crosland expects to see more b-to-b/consumer hybrids coming out of the division. W, Fairchild's original crossover title, has become the No. 3 fashion book, and Fairchild has launched three other crossover titles since 2000: WWD Accessories, Menswear and Home Now. All are biannual specials with circulations tightly targeted through distribution in specialty stores and direct mail to interested consumers. According to DeBartolo, each is pulling in over $1 million a year. "This puts us in a different competitive set," he says. "A lot of these marketers have consumer and trade ad budgets, and we're able to tap both." Just what Mr. Newhouse had in mind.

THE FAIRCHILD FAMILY

Daily News Record: Men's fashion and retail industry Frequency: Weekly Circulation: 15,982

Footwear News: International shoe industry Frequency: Weekly Circulation: 18,022

Home Furnishing News: Home products industry, including furniture, housewares, textiles, consumer electronics and computers Frequency: Weekly Circulation: 21,033

InFurniture: Furniture retail industry Frequency: Monthly Circulation: 20,076

Executive Technology: Business executives and the strategic use of information technology Frequency: Monthly Circulation: 36,684

Supermarket News: Supermarket industry Frequency: Weekly newspaper Circulation: 37,735

Source: Bureau of Performing Audits Int'l. and Audit Bureau of Circulation.