GET TO THE MALL: Cosmopolitan is looking ahead to the holiday season — and hopes to drive readers back into shopping malls (which should bring joy to every beleaguered retailer out there). From Dec. 5 to Dec. 12, readers who spend more than $75 or more at a General Growth Properties mall location, such as the Natick Collection in Massachusetts or The Grand Canal Shoppes in Las Vegas, will get a $15 gift card to the Salon Wish network of salons. Through the Salon Wish Web site, shoppers can find a local participating salon, where they can spend their gift cards on services such as a manicure or pedicure.

GGP has 165 locations around the country and Cosmopolitan senior vice president/publishing director Donna Kalajian Lagani said the magazine is partnering with the mall operator in part because GGP will help promote the program through a targeted e-blast to 2.5 million people. “Both Cosmo and GGP are committed to helping drive shoppers in-store and will be looking to partner again for a spring time Shop Til You Drop promotion,” Kalajian Lagani added. But first they have to get through Christmas. — Amy Wicks

This story first appeared in the August 19, 2009 issue of WWD.  Subscribe Today.

OBSERVING THE PROCESS: Editors at 4 Times Square are about to have some company. This week, consultants from McKinsey & Co. have embarked on meet-and-greets with certain editorial staffers at Condé Nast. According to company insiders, the consultants are doing a deep dive into the editorial processes at Vogue and Condé Nast Traveler to observe all the functions of putting out a magazine, from retouching photographs to editing copy to organizing the fashion closets. Insiders believe McKinsey picked the two magazines to assess ones of different sizes — Vogue is a large circulation book with more than 1.2 million circulation, while Traveler is a midsize title with a circulation of 800,000 — cost structures, efficiencies and editorial approaches in order to get a sense of how processes within Condé differ. The plan is then to apply their findings to other titles at the company.

According to Condé insiders, the consultants are interviewing every person on the mastheads of both Vogue and Traveler to assess what their duties are and how they carry them out.

Insiders believe other titles are expecting visits from McKinsey — sources within the building said the consultants had met with staffers of GQ as well, but weren’t observing the editorial floor in the same manner as they are at Vogue and Traveler, and some believe Glamour could be next on the list. The visits should come as no surprise since chief executive Charles Townsend revealed McKinsey’s arrival in July, and at least one editor in chief — Anna Wintour — is said by sources to have told Condé Nast chairman S.I. Newhouse Jr. that she would welcome McKinsey to her offices.

Until the consultant’s report is complete, which is expected to be around the beginning of October, it’s anybody’s guess (and there are slews of those, both inside and outside Condé Nast) what the firm will mandate in terms of cost-cutting or reorganization. At this point, speculation is that more changes will be made on the business side of the operation rather than the editorial side. That said, McKinsey hasn’t made its way to the business side of most magazines just yet — and editorial isn’t expected to escape totally unscathed. A spokeswoman for Condé Nast declined comment. — Stephanie D. Smith

TRADE SHOW TWEETS: The MAGIC trade show, along with its siblings — WWDMAGIC, Project, Pool, S.L.A.T.E. and Sourcing at MAGIC, which will take place Aug. 31 to Sept. 2 — are launching Twitter feeds that aim to help retailers effectively shop each show. The trade shows have recruited five freelance experts to tweet during the upcoming shows about trends, favorite product finds, celebrity spottings and party promotions.

“The MAGIC Marketplace is the ideal environment for social networking, especially as our attendees’ number-one goal is always to find what’s new and next amongst our exhibitors in a matter of days,” said Chris DeMoulin, president of MAGIC International and executive vice president of Advanstar’s Fashion Group.

The “Twitter journalists” MAGIC has tapped are Sherri Hoke, a celebrity stylist who has worked with clients like Jennifer Hudson and Nicollette Sheridan; Michael Nash, a former fashion editor at Vibe and Men’s Journal and now a contributor to GQ; Jenni Lee, the fashion editor of Antenna magazine; Kelly Gravel, the founder of Third Rail Clothing and a prominent graffiti artist, and Daniela Gilbert, a former textiles editor at WWD and HFN who has held sourcing positions at Diane von Furstenberg and Chado Ralph Rucci.

Each expert will be free to tweet about the shows as a whole, but will focus their attentions on their areas of expertise. Hoke will concentrate on women’s wear, Nash on men’s wear, Lee on S.L.A.T.E., Gravel on streetwear and Gilbert on fabrics and the Sourcing at MAGIC show.

Attendees can register on starting today to sign up for each show’s dedicated channel. The Twitter “handles” to search for are: Projectshow, Wwdmagic, Menswearatmagic, Slateatmagic, Streetatmagic, Sourcingatmagic and Pooltradeshow.

The first tweets will go out a few days prior to the MAGIC Marketplace’s kickoff with pre-show trends and show information. MAGIC intends to evolve the Twitter feeds into a platform that can keep subscribers up to date year-round on retail trends and pertinent trade show information, but those plans are still in development. — David Lipke

THERE’S ALWAYS LUCK: Elsewhere in the Cosmo orbit, if magazine advertising in general doesn’t pick back up, former employees might consider the game show circuit. Just ask former Cosmogirl deputy editor Michelle Ribeiro, who on a whim took the test to be on “Who Wants to Be a Millionaire” a few months after her magazine folded.

Though she failed on her first try, Ribeiro became determined to pass, and eventually did. She landed in the contestant pool and was summoned to the show a few weeks later, using her former co-worker, Deborah Baer, now at In Touch, as one of her lifelines. The show aired last week, and Ribeiro wound up walking away with $16,000, though she’s still kicking herself for blanking on questions, under pressure, about Elton John and “Ice Age.” And her Cosmogirl-honed pop culture knowledge would have come in handy for a question asked of the contestant after her: Which Caribbean island did Amy Winehouse spend last year on? “I would have immediately known it was St. Lucia,” said Ribeiro ruefully.

So what will she do with her winnings? “Pay rent,” she said. — Irin Carmon


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