BAZAAR TV: Could Harper’s Bazaar fashion director Mary Alice Stephenson be headed for TV? Sources said Stephenson has been approached by several parties about developing a show based around fashion and Bazaar. The magazine is said to be pleased about the concept. “She’s pretty, she speaks well, it seems fairly straightforward as an idea,” said one source.
It would certainly appear to be the right moment for Bazaar to make the extra push. While buzz in the media has been hard to come by, the magazine has been making some headway with consumers, posting double-digit increases in circulation over the last year.
This story first appeared in the March 25, 2003 issue of WWD. Subscribe Today.
While other more complicated forms of synergy have failed, television remains one of the few favored branding exercises for magazines. Several other titles, among them Vogue, Glamour, Us Weekly and Maxim are developing television programming.
A Bazaar spokeswoman said Monday, “Given Bazaar’s presence at the fashion shows, coupled with having a number of telegenic editors including Mary Alice, the magazine is approached to do television quite often. However, there is nothing to announce at this point in terms of doing a Bazaar show.”
— Jacob Bernstein
HACHETTE’S PUBLISHER PILE-ON: The senior sales staff of Hachette Filipacchi played a game of musical chairs Monday with the incoming (and outgoing) publishers of Elle and Premiere.
Elle group publisher Carol Smith is receiving reinforcements in the form of new publisher Stephen McEvoy, who’s trading in his corporate sales director position for the post Lori Burgess left vacant when she decamped to House & Garden last month. He’ll be joined by Kim Pinto, who’s been airlifted out of her role as publisher of Premiere to step into the newly created role of vice president of business development at the Elle Group.
Replacing her at Premiere (as previously reported in Mediaweek) is the fourth publisher in five years, former Men’s Health publisher Paul Turcotte, who arrives from the Maxim knockoff Ramp. He’ll get his own help from the corporate sales team in the form of Michael Mueller, who slides over from the company’s integrated marketing group into the post of ad director.
Why Hachette Filipacchi chief executive officer Jack Kliger isn’t clear, since he was traveling and could not be reached for comment. One school of thought holds that Kliger is circling the wagons and reshuffling his chosen people before his new coo, Philippe Guelton, arrives from his current post in the Far East in three weeks. Though Premiere and Elle have both made some gains in ad pages in the first quarter, it follows a long period of losses that were compounded by the growing successes of Entertainment Weekly and In Style, respectively.
“[Guelton’s] background is really in operations,” said Smith, who’s also handed Deborah Burns the additional duties of vice president of global advertising for the Elle group. “I think he’ll be a huge help to Jack on the operations side, freeing him to hopefully launch titles or make acquisitions. How Philippe will impact the revenue side, I don’t know, and all these announcements are revenue ones. I feel fairly sanguine about these things.”
“[Pinto] is going to take over Elle’s strengths, and I’m going to let Deb [Burns] handle international. And let’s find out what Philippe has in mind.”
— Greg Lindsay