OLD NEWS: In just a few short weeks, Lindsay Lohan will be on the September covers of Maxim and Elle — and while the timing couldn’t be better for Maxim, some argue Elle might not share the same fate. Maxim readers probably won’t care that Lohan could be headed behind bars; in fact, that probably will only increase her appeal to its babe-hungry readers. But Elle readers seeking pages of fashion and style advice might be turned off by another Lohan arrest and pending court date, which will take place just days after the magazine hits newsstands.
Sources said Elle’s interview and photo shoot took place prior to Lohan’s stint in rehab, so it’s likely the story doesn’t include any discussion of her most recent run-in with the law. A spokeswoman for Elle said the magazine won’t comment on the issue until it hits newsstands on Aug. 14. A Maxim spokesman confirmed the magazine went to press three weeks ago.
One thing is clear: the new Elle interview is sure to be dramatically different from the one that accompanied Lohan’s appearance on the magazine’s cover last September, in which she defended her dating habits. She did, however, briefly tell contributing writer Andrew Goldman that she wasn’t doing cocaine. “There you have it. It’s not true,” she said then. Lohan later added, “My mother would take me out of the business.” — Amy Wicks
SHORT STINT: Only a few months after being named beauty director at Cosmopolitan, Jenny Bailly will exit the magazine Friday “to freelance,” a spokeswoman confirmed Wednesday. Bailly was brought over from O, The Oprah Magazine, in December, and presented to beauty advertisers and others at a Hearst Tower cocktail party in April. She presided over a team of two and a big chunk of editorial pages. The spokeswoman said the magazine is expected to name a successor next week. Beauty is Cosmo’s single largest advertising category, and partnerships like the magazine’s beauty-pegged outdoor advertising with New York City’s tourism marketing organization have driven home the point. — Irin Carmon
TO THE RESCUE: Retail advertising revenue for the The New York Times Co.’s News Media Group — which includes The Boston Globe — fell 9.4 percent in the second quarter compared to the same period a year ago, but help may be on the way. The company is hotly anticipating the opening of a mall in Natick, Mass., in September, which will include Nordstrom and Neiman Marcus. And another mall will open before the end of the year in Foxborough, Mass.
A spokeswoman also confirmed the company expects some New York department stores to shift their ad spending into the second half of the year, which might help the flagship title. One example given by Times executives on Wednesday was Lord & Taylor, which is under new ownership and expected to increase its ad dollars before yearend. — A.W.
ONE STEP FORWARD, TWO STEPS BACK: One retailer that might not be advertising much in the Times this fall — and not at all in Hearst or Condé Nast titles — is Japanese fast-fashion chain Uniqlo. The brand, attempting a transformation from mass to edgy at its flagship in New York’s SoHo, is delaying advertising in Hearst or Condé Nast magazines until it has established a bigger presence in Manhattan, said Shin Shuda, chief marketing officer at Uniqlo.
As the retailer has yet to sign leases for two more stores in Manhattan — it has been shopping for spots on primary crosstown streets and the Upper West Side — ads for the brand are unlikely to appear in titles such as Vogue, Esquire or Harper’s Bazaar until summer or fall 2008, Shuda projected. New stores in Manhattan probably won’t be opened until next fall or winter. (Nonetheless, Shuda said the brand expects to reveal a store opening in London in the next 10 days or so. It has 11 locations in the U.K.)
This fall’s ads for Uniqlo in the U.S. will focus on titles such as V, Interview and Fantastic Man (The Gentleman’s Style Journal), which, perhaps not coincidentally, generally charge less for a full-page ad than the glossies at Condé Nast. Absent more New York locations and just eight months after its SoHo flagship opened, Shuda said of the Condé/Hearst matter, “We also want to keep the business healthy — we have budget targets to meet.”
Not much newspaper advertising is anticipated either; the brand will likely rely on Time Out New York instead, Shuda said. Outdoor media will also be used around town.
Among those spotlighted in the campaign for their individuality are model Isabeli Fontana, in her first campaign since returning to work after the birth of her son Lucas, and Dennis Freedman, creative director of W magazine. The new marketing images, portraying women’s denim, will make their debut the week of Aug. 6 at Uniqlo’s store on lower Broadway, concurrent with the arrival of a new women’s denim collection. — Valerie Seckler
IN THE MAIL: For those wondering what Jane subscribers will receive now that the title has folded, fear not — Condé Nast will send those 450,000 or so readers either Allure, Glamour or Lucky. Insiders say a good chunk of those subs will likely end up becoming Glamour subscriptions, being that its demographics are the most similar to Jane’s. Though the extra subscriptions could provide a short-term boost to Glamour’s circulation, retention rates from subscriptions rolled over from another title after a closure are usually lower than 10 percent. As for ads placed in Jane’s September issue, advertisers will have their choice to either run an ad in another Condé Nast title or pull their insertion order, sources said. — Stephanie D. Smith