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Magazine Madness

Publishing types are heading to WWDMAGIC in search of emerging trends and potential ad revenue.<br><br><br><br>The media’s presence at WWDMAGIC extends beyond the bins brimming with glossy magazines and trade publications. Editors and stylists...

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Publishing types are heading to WWDMAGIC in search of emerging trends and potential ad revenue.

The media’s presence at WWDMAGIC extends beyond the bins brimming with glossy magazines and trade publications. Editors and stylists attend the show hunting for the next hot look, publishers and advertising types seek to make new contacts and meet with existing ones and the trend-conscious attend seminars and other events hosted by assorted media outlets.

The magazines distributed at the show are primarily titles targeted at young women, including Teen Vogue, Elle Girl, YM and Seventeen. Other fashion-friendly publications include Lucky, Self, Cosmopolitan, Redbook, Honey, Latina and Fitness.

“We’ve been at WWDMAGIC since 2000, and we want to come out and support our clients,” said Michelle James, marketing manager at New York-based Vanguarde Media, publisher of Honey, Savoy and Heart & Soul magazines, all of which cater to African-Americans. Each season, the company hands out nearly 500 magazines to passers-by.

“There is definitely a spike in advertising after our presence there,” James said. “Some of the people who stop by the booth had never heard of it, so in a way we are introduced to new readers, as well.”

Peter Medwid, associate publisher of Cosmopolitan magazine, published by The Hearst Corp., said the magazine’s participation is a “key opportunity for us to get together with our clients.”

He added, “We are all there at the same time, and it’s a great way for us to show that we are there to support them. We schedule meetings with them during the event. Some of the best fashion brands in the world are at WWDMAGIC, and they are the kinds of names that are part of our magazine.”

For other publications, the event provides an opportunity for editors and stylists to preview key trends.

Shelley Fariello, West Coast director for Seventeen magazine, published by New York-based Primedia Inc., said an editorial team has attended WWDMAGIC regularly for several years. “It’s a time for them to see the lines, what’s happening, to meet with designers and talk about where fashion is going, especially in this crazy, changing world of teen fashion.” For now, Seventeen distributes hundreds of magazines, but Fariello said her team is “looking at ways to enhance what we do there.” Possible future brand extensions include participation on teen trend panels, Fariello said.

Michelle Matos-Becerra, merchandising manager of Latina magazine, a close-to-300,000-circulation publication, said, “We’ve been at WWDMAGIC for the past four or five years. It’s a way for us to know what’s out there, for our editors to find what would fit within the Hispanic community for the U.S. Latina woman.”

Last August, Latina magazine founder Christy Haubegger hosted a seminar on tapping into the Latina market. A similar seminar is being planned for the August edition of WWDMAGIC.

“We really are the authority on the Hispanic market, having been around for six years, and especially the market that people who go to MAGIC are looking for: the U.S.-born, acculturated Latina who navigates between both worlds,” said Matos-Becerra.

There is also time for fun, however. “We take the time to catch up with people we already know,” she added, “and build new relationships with others.”

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