GALLO FOR G-STAR: G-Star has tapped actor and director Vincent Gallo for its fall men’s campaign, which will break in Details, Nylon Guys, Complex and V Man in the U.S. in September. Gallo will join British actress Gemma Arterton, who is returning in the fall ads following her appearance in the spring campaign. Gallo is best known for writing, directing and starring in the indie films “Buffalo ‘66” and “The Brown Bunny,” as well as a minor role in “Goodfellas.” He is also a musician and artist. “Vincent is unorthodox, authentic, imperfect and raw — all characteristics matching G-Star’s DNA. We are happy to have an independent trailblazer and cultural artist like Vincent as our new face,” said Shubhankar Ray, global brand director of G-Star. An outdoor media buy breaks globally on Sept. 14. The brand’s fall ad budget is flat with the year-ago ad buy, with a slight increase in the digital component, said Patrick Kraaijeveld, chief creative and commercial officer of G-Star.


This story first appeared in the August 2, 2011 issue of WWD.  Subscribe Today.

APP-TITUDE: The New York Times reported Monday that The New Yorker has “100,000 iPad readers, including about 20,000 people who bought subscriptions at $59.99 a year” on the tablet. Meanwhile, “more than 75,000” New Yorker print subscribers have redeemed free iPad subscriptions and “several thousand more people, on average, buy single issues for $4.99 each week.”

Condé Nast came out with a statement also on Monday morning that, between its eight magazines with tablet editions, the company has 242,000 digital customers.

The other titles weren’t so willing to share their detailed circulation numbers, but they would share the total number of people reading their magazines on tablets — a lump sum of single-copy buyers, readers who have purchased bundled digital and print subscriptions and print subscribers who have raised their hand for digital access, free of charge. Later this month, Condé will report digital circulation numbers from June — the week of June 27 in The New Yorker’s case — to the Audit Bureau of Circulations for the first time.

So who’s winning the popularity contest?

Wired will report 45,867 total digital editions served for the month of June; GQ, 35,862; Vanity Fair, 27,138; Glamour, 15,291; Golf Digest, 14,029; Self, 9,211, and Allure, 5,616. A spokeswoman for The New Yorker clarified that the magazine served 89,684 digital editions for the June 27 issue. The figures in the Times story were more recent and also rounded.

There already is a bit of jockeying for digital positioning going on. A spokeswoman for Vanity Fair said the magazine averaged 9,600 digital single-copy sales each month for the first six months of 2011. A spokesman for Wired noted that the magazine, as a monthly, has sold more digital subscriptions and seen a higher rate of authentication among print subscribers than The New Yorker. Battle of the apps it is.

Zeke Turner

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