NEW YORK--Publishers have great expectations for the second half and, to deliver their numbers, they'll turn to special issues and aggressive promotions, both on-line and in-store.
Most of the fashion magazines are making their biggest push with the all-important September issues.
"We're ambitious for the second half and will probably be up 150 pages," said Carl Portale, publisher of Elle.
"Our second half is focused around our September edition--our 10th anniversary issue. We've made a very serious commitment in terms of dollars to that issue. Instead of having a big party or soiree, we're putting all the money into the book, doubling the editorial pages.
"The fashion coverage will be all about today and tomorrow, nothing retro--only looking forward. We expect to see an increase in ad pages of 100 pages. Last September, we had 235, and I expect to go to 335."
Ronald A. Galotti, publisher of Vogue, noted that with business up 8.5 percent in the first half, he expects good second-half results, but said it's a little too early to speculate.
Vogue is continuing its "See You in September" ad campaign that began last year. This time, it will feature images of such fashion types as Isaac Mizrahi, Dolce & Gabbana, Gianfranco Ferre, Shalom Harlow and Christy Turlington on 95 city buses. In addition, Amber Valetta, who appears on the cover of the June Vogue, will grace a 14-by-48-foot billboard located at the Midtown Tunnel.
"We are working with Bergdorf Goodman and the Chambre Syndicale to bring six French designers over in September to do fashion and trunk shows," said Galotti.
Galotti said the November issue will be devoted to fitness and outdoor activities.
Jeannette Chang, publisher of Harper's Bazaar, noted that with the July issue, HB will increase its rate base from 700,000 to 750,000. Chang expects ad pages to be up 10 to 12 percent in September.
Stephanie George, publisher of W, said that she felt positive about fall and expects the September issue to be up at least 10 percent over last year. W is also doing a special project with the Chambre Syndicale that involves French designers, as well as a 16-page section. It plans to do a similar project with Italian designers.
Charles Townsend, publisher of Glamour, noted, "We are up 28 percent for July and 12 percent for August. I expect double-digit growth through the third quarter."
"Our big event in the third quarter is our 'Top Ten College Women of the Year,' which takes place in New York this August. "We are having clients participate in sponsoring this event for the first time in 26 years," he said. Glamour will also sponsor its annual "Women of the Year" awards in November.
In Style will team up with Entertainment Weekly on June 19 to sponsor "Boathouse Rocks," an AIDS fund-raiser at the Boathouse in Central Park, according to Ann Jackson, publisher.
"In September, we're doing a special fashion roundup called 'What's Sexy Now.' It features celebrities talking about what they wear and what they think is sexy.
"We are also going on line on 'Pathfinder,' Time Inc.'s Worldwide Web site on the Internet. It's still in editorial development, but it will be an interactive extension of the magazine," said Jackson.
At Mademoiselle, "ad pages were up 18 percent for the first half, and I expect to be up at least 10 percent in the second half," said Catherine Viscardi Johnston, publisher.
"For the next six months, our job is to clarify our point of view and take advantage of it. This generation, aged 18 to 29, is a big question mark for marketers, and we want to help them understand it through research and focus groups," said Johnston.
In September, Mademoiselle will team up with Details to visit 25 college campuses with its "Life-o-matic" promotion.
"We are creating an atmosphere that is interactive with our marketers and their products. Students will interact as a part of the entertainment. We are working with six underwriting sponsors to create an entire environment in a loft space. We want the involvement with the products to be fun," said Johnston.
Turning to the teen magazines, Janice Grossman, vice president, group publisher of Seventeen, said, "We're up 33 percent in the first half, and we expect to be up 20 percent in the second half."
Beginning in August, Seventeen will bring to life the pages of its August and September issues through a fashion show format in over 20 retail stores and two malls. In November and December, the magazine will sponsor mall and retail fashion shows featuring party looks and style trends for the holiday and winter season.
The big second-half event is "New Star Showcase," a multisponsored promotion which serves as both a special section in the October issue and a concert and fashion event for readers in New York.
"It's designed to showcase the latest and hippest products, trends, fashions and music and to act as a launch pad for new products and enhance the image of existing products," said Grossman.
Victoria Lasdon Rose, publisher of YM, noted, "I'm still being cautious about the second half of the year. You hear a lot of exciting things about fashion and beauty, but the youth market is tricky, and the retail climate is having its ups and downs.
"We are putting more time, energy and marketing dollars into research of the youth market so we can better measure and chronicle the activities of the target market." In addition to back-to-school retail events, YM will host promotional events outside the retail environment through sports, such as sponsoring a three-weekend surfing contest in Southern California and beach fashion shows.
Dana Fields, group publisher of Rolling Stone, noted, "We are up in the first half by 9 percent, and I expect that will hold in the second half. The indications are very good.
"In conjunction with Men's Health and Esquire, we are producing a point-of-purchase gift video for Haggar. It's a hip, fun how-to lifestyle piece for men in the Nineties. It will be in the stores in September."
Rolling Stone will again produce a show with E! titled "Rolling Stone Style," covering the relationship between music and fashion.

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