NEW YORK — While Keith Blanchard, editor in chief of Maxim, and Stephen Colvin, president of Dennis Publishing, Maxim’s parent, crowed about how the publication has "saved journalism," how its success "has caused great consternation in the...
NEW YORK — While Keith Blanchard, editor in chief of Maxim, and Stephen Colvin, president of Dennis Publishing, Maxim’s parent, crowed about how the publication has "saved journalism," how its success "has caused great consternation in the magazine universe," and that other magazines have followed Maxim’s lead with sexy female cover images; eye-catching graphics; short text, and multiple entry points per page, it was the students at Columbia School of Journalism’s six-week publishing course Monday night who really got to the heart of the matter.
"Do you think your magazine has peaked?" asked one student. Blanchard responded that Maxim’s circulation is starting to level off, but they’re doing it intentionally and have curtailed direct mail pieces. Colvin explained they just can’t keep going back to advertisers and telling them the rate base has gone up, and they’re charging more. Maxim’s rate base is holding steady at 2.6 million. A page of advertising already costs $156,000, said Colvin.
Another student asked if they believe a women’s Maxim would be as successful, and if there’s one in the works. Colvin admitted they’re considering it. He then took an informal poll among the students and found that the majority of them would not only welcome it, but would like to work there, too.
Another student observed that many magazines have "star editors" like Graydon Carter and Tina Brown, but noted that Maxim didn’t seem to have one. "We don’t subscribe to celebrity editors….The instant you become a celebrity editor, you lose touch with your reader," replied Blanchard. "Condé Nast created the concept of celebrity editors," added Colvin. "I think it’s unhealthy for the magazine."
And finally, when asked which magazines most influenced Maxim — whose irreverent tone and frat-house humor quickly found a home among what it claims are 14 million to 15 million monthly readers — Blanchard confessed that Mad magazine has had the greatest influence on the publication.
Meantime, Steven T. Florio, president and chief executive officer of Condé Nast Publications, was scheduled to speak to the students Monday afternoon, but was sick and had to cancel, so Peter Kaplan, editor in chief of the New York Observer, filled in for him.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews