DRIVING REVENUE: When Mini Cooper wanted to place an advertisement in The New Yorker to hype the launch of the Countryman, a new model with four-wheel drive, publisher Lisa Hughes had to run the campaign by editor David Remnick. The carmaker wanted to use fake advertisements and a mock cartoon to complement its real ads. The car would seem to bust out of its three placements in the magazine, into adjacent ads (actually fakes) and a cartoon (also fake). “David Remnick loved it and thought it was just great and clever,” Hughes said.
Before Condé Nast purchased The New Yorker in 1985, half-page ads were not permitted in the magazine, period. Forget, as on page 29 this week, a small ad that spills over into mock cartoons arranged in eight-ninths of a half-page spot (the remaining ninth was sold to more traditional New Yorker advertisers sellling The Ultimate Snow Shovel and canoe trips through the Canadian Arctic). The Cooper ads almost make fun of the magazine’s usual advertising. “It plays on the New Yorker humor tradition, and our readers love of small space, which is part of the fabric of the magazine,” said Hughes. “And it’s fun.”
This story first appeared in the February 25, 2011 issue of WWD. Subscribe Today.
Even though the Cooper advertisements are louder than usual, they are not more expensive than a more understated placement in the same space. “We’re rate-card and that’s that,” Hughes said. Mock cartoons must be tinted and appear with an “advertisement” slug.
“We always want to uphold a certain taste level,” added Hughes. She said that the magazine has not turned away advertising under her watch. But “never say never,” she continued. “We want to have an attractive magazine and something that feels appropriate.”
— ZEKE TURNER
SWITCHING SIDES: Barneys New York continues its hiring spree with the appointment of Christopher Martinez as vice president, design director. Martinez joins Barneys from T: The New York Times Style Magazine, where he has been senior art director since 2005. In other news, W has appointed Claudia Mata as executive jewelry and accessories editor. Previously, Mata worked at Town & Country as senior editor for jewelry and accessories.
— AMY WICKS
MIXT(E)-ING IT UP: Mixt(e) magazine is making a comeback. Shuttered in 2009 by Mondadori France 13 years after its launch, the Paris-based fashion title will be relaunched independently as a biannual edition in September. Co-founders Tiziana Humler, Christian Ravera and Guy Guglieri took over the magazine’s ownership following its closure and now hold the positions of director, editorial director and creative director, respectively. Nathalie Fraser has been named Mixt(e)’s editor, Joanna Schlenzka fashion director and Marie Colmant contributing editor. Patrick Hanzo will be publisher and oversee marketing, communications and distribution.
Fraser, who joined Mixt(e) in 2005 and held the title of deputy editor at the time of the monthly’s closure, said the magazine would bring more of studied approach to talents — both bygone and fresh — shifting from the “fast-forward” nature of the old version to more of a “pause button” on fashion, she said. The text will be in French and English, with interviews printed in their original language, followed by a translation. A blog-style, online platform will open in the run-up to the relaunch.
Schlenzka, a former senior fashion editor at Dazed & Confused, who has since worked for Another Magazine, Russian Vogue and Vogue China, said the fashion approach will mix an edgier London voice with polished Paris chic and use a mix of new and established photographers.
— KATYA FOREMAN