In the most recent October Issue of Harpers Bazaar you will notice a certain change to the style and tone of magazine. Reason for this is Edwina McCann, who is a former fashion editor of The Australian and moved into the new role of editor, replacing Jamie Huckbody after 15months at the magazine.
Edwina saw the original tone as “very cold”. She has since brought more colour, photos, people and conversation throughout the magazine and has included more first person stories.
However it’s not an easy category….magazines saw a *22% decrease in agency ad spend from jan-jun 08->09, and in the latest circulation audit, Harper’s BAZAAR saw an 8% drop in average monthly sales (jan-june09) = 51,567 copies. They are however focusing on their dedicated audience and keeping it real for the readers. Don’t expect to see anything in the magazine that isn’t available to buy in Australia. I look forward to seeing the progression over the next few months…
*Source: The Australian, Monday Sept 7th
Must be a change in the air at ACP. Cleo is also ungergoing a facelift, with a new design to launch on Sept 21. I guess ACP are hoping to improve on the mags declining sales, which saw a 10% drop YOY in the latst figures. (source: ABC)
by Vanessa on September 15th, 2009 at 12:13 pm
Interesting that an editor from a newspaper is at the console now. Suggests that the content could become more ‘pointy.’ It’ll be interesting to see how their social business strategy unfolds.
by Martyn on September 15th, 2009 at 4:34 pm
A possible inclusion on the media plan for our new client Sampford IXL? (Neff, Gaggenau)
by Mudge on September 16th, 2009 at 2:23 pm
Not surprised by decline in magazine sales. You’d think they’d also make some strategic moves for their online presence?
by Arnold - Web Aces on September 17th, 2009 at 3:23 pm
Online at Harper’s is going well…
• August 2009 was the website’s highest ever traffic month with over 440,000 page views (an increase of 251% on August 2008)
I look forward to seeing how their social communities grow also.
by Leanne on September 22nd, 2009 at 10:39 am