Talk magazine is launching itself with unusually aggressive push

Article Abstract:

Talk magazine, the new publication being launched this summer by Hearst Corp. and the Miramax unit of Walt Disney Co., plans to press advertisers for a four-issue commitment. The magazine established by Miramax with Tina Brown and former Vogue publisher Ron Galotti plans a huge cross-promotional ad campaign for late-summer launch. The magazine hopes to avoid the familiar pattern of a huge, showy debut followed by a slump in advertising. According to a media-buyer with knowledge of the issue, Miramax will tout Talk on videocassettes of its movies in hopes of reaching its large customer base. The magazine expects a circulation of around 500,000 and is expected to devote itself to celebrity-based, gossipy topics in a manner slightly less intellectual than that of the New Yorker or Vanity Fair, its main competition.

United States, Self Promotion, General & Consumer Periodicals, Hearst Corp., General interest magazines, Talk (Periodical), Brown, Tina, Miramax Films

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Advertisers find French Vogue a la mode

Article Abstract:

Fashion magazine editors of various countries all seem to be aware of the differences among them. In French Vogue, for instance, editor Joan Juliet Buck can give her readers more substance than her counterpart in the U.S., substance such as the geometric concept of fractals or the economics of the diminishing global water supply. In the U.S. the magazine must appeal to a broader audience that is about five times bigger. In France, appealing to the intellect in addition to fashion increases readership, which in turn increases advertising.

Comment:

Fashion magazine also appeals to the intellect

France, Abstract, Periodicals, French Vogue

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