LOOKING UP: Earlier this year, Glamour introduced a redesign and the numbers look promising after some difficult times on the newsstand. Insiders said the March issue, with Amanda Seyfried playfully posing with a yellow hair dryer, was up 9 percent on the prior year, and the April issue sold 10 percent more than the 2011 edition. The May cover, featuring a topless Lauren Conrad, is trending up as well, in the high-single digits. “It was time to take some risks and we’re going to continue to make changes on the cover,” said editor in chief Cindi Leive. “In June you’ll be surprised and, in July, we’ve gone in a different direction.”
Leive is now focused on the September issue, which will be completely devoted to fashion. Every single editorial page will feature some kind of fashion angle, an unprecedented format for the title. “We’ve seen a really strong response to some new fashion features since redesigning this spring,” said Leive. “Women are obsessed with fashion, and not just the clothes but the people, shows, news — everything.” Over the next two months, the title will live-tweet the “making of the issue.” A documentary about the September issue would be so…2007.
This story first appeared in the May 1, 2012 issue of WWD. Subscribe Today.