off the record
off the record
At first we thought it was an elaborate social experiment. A few days before New York Fashion Week, Condé Nast’s populist women’s magazine, Glamour, announced it had teamed up with hipster depot Opening Ceremony to bring readers an exclusive and stylish offer: a cat sweater—that is, a sweater embroidered with face of a cat—available in black and white, which would retail online for an affordable $99.
Was the joke that the Opening Ceremony imprimatur and Glamour’s platform could convince fashion lemmings like us that cat sweaters are cool? Come next Fashion Week, would we be reading a Glamour tell-all about how it gamed the fashion marketing machine to trick us into spending $99 on a garment most often found in a Midwestern Salvation Army?
It turns out the cat sweater was just one of a slew of unconventional but earnest marketing experiments Condé Nast’s stumbling cash cow debuted at Fashion Week—foremost its redesign.
Each year, Glamour magazine highlights the accomplishments of ten college women, as a reminder to readers that women’s magazines have not yet managed to irrevocably damage all young women.
Last week, the chosen ones were flown to New York, where they toured Glamour’s offices and the U.N., took in a Broadway show and got L’Oreal Read More
Jason Wagenheim, publisher of Time Inc’s Entertainment Weekly has jumped to Conde Nast’s Glamour, publishing director Bill Wackermann announced today.
Conde Nast hung out the help wanted sign in May, according to AdWeek, as Mr. Wackermann, who has overseen Glamour since 2004, took on additional duties at W, Bon Appetit and Details.
2011 has been rocky for Glamour so far. Newsstand sales dropped 17 percent in the first four months, according to WWD, but a thick September issue brought in the magazine’s all-time highest revenue. The brand has implemented alternative marketing strategies like snap tags (print advertisements which readers can hover their smart phones over to be taken to Glamour’s Facebook page and special deals from advertisers) and the Glamour-flavored donut.
Bill Wackermann, Condé Nast publishing director for W, Glamour, Brides and Details, painted a glowing picture of recent ad sales performance at his titles while speaking with The New York Times.
If the first September 2010 numbers to trickle out are any indication, the fashion magazines seem to be getting off their Read More
WWD reports today that Details has replaced its annual garden party at the Bulgari hotel in Milan for Men’s fashion week with something more modest: two late-night parties.
“[The Bulgari garden party] just didn’t feel right for the brand,” publisher Bill Wackermann told WWD.
“Details isn’t prime time … we’re late night,” he Read More
Bill Wackermann, who added Details to his portfolio last October (see John Koblin’s recent piece for more on that topic), has taken control of the business side at W, according to Memo Pad.
Mr. Wackermann will work alongside new W editor Stefano Tonchi and his team of Read More
At 9 p.m. on March 1, under a full moon at the hippest bar in town, the Boom Boom Room at the Standard Hotel, Dan Peres and Bill Wackermann embraced. The editor and publisher of Details were celebrating what they were calling its 10th anniversary (even though it wasn’t). The room was packed. There was Read More
More changes at Conde Nast: We’re hearing that Steven DeLuca, the publisher of Details, will be fired today.
Bill Wackermann, the publisher of Glamour, will now be responsible for Details, while Lucy Kriz will retain her title as associate publisher. Mr. Wackermann was formerly the publisher of Details.
This is only the latest Read More
On Monday night, at the bar in the Gramercy Park Hotel, Glamour publisher Bill Wackermann and Domino publisher Beth Brenner were having a blast. At one moment they were in deep conversation. The next they were slapping knees and laughing.
This was keenly observed by many Condé Nast publishers and business people in the Read More