Cover of Wired

“The gloves are off here at Condé [Nast],” said Wired publisher Howard Mittman, whose magazine will end the year in the number-one spot at the company.

FIGHTING BACK: “The gloves are off here at Condé [Nast],” said Wired publisher Howard Mittman, whose magazine will end the year in the number-one spot for ad page growth at the company, up 24 percent. “We’re bigger than we’ve ever been, and we’ve put the brand in a place to focus on other things, like licensing deals.” This week, Wired will begin testing the waters with a small collection of limited edition “hybrid” products, such as Jack Spade messenger bags, “The El” bike, headphones and iPad cases. The title will sell this merchandise in a pop-up store that opens on Friday in the three-story Tower Records building in NoHo. “There are now opportunities for publishers to expand the footprint of their brands,” Mittman added. “We have more white space to play in — we are seeing passionate interest now from fashion and lifestyle brands, for instance.” One example is Burberry, Wired’s first-ever fashion advertiser, which can be seen in the November iPad edition. “Last week I went to Paris, Geneva and Milan. Five years ago, this wasn’t the most obvious trip for a Wired publisher to make,” Mittman said.

The magazine has enjoyed a strong year, thanks in part to the iPad launch. The debut issue in June sold around 105,000 copies. Since then, that figure has leveled off to about 32,000 sold an issue. (On newsstands, Wired typically sells around 83,000 copies.) The new issue, featuring an image from the film “Tron: Legacy,” hits newsstands on Thursday. —Amy Wicks

This story first appeared in the November 17, 2010 issue of WWD. Subscribe Today.

GAP’S GIVE-AND-TAKE: Gap is tapping into consumers’ altruistic and acquisitive sides with the question: “What do you want this holiday?” After shopping online, customers are directed to Gap’s Facebook page and to YouTube to “share your holiday wants for the world.” “The holiday campaign is about selling products, the [social] campaign is about meaning,” said Marka Hansen, president of Gap North America. Facebook fans can watch a video of one of Gap’s inspirational individuals — artists, actors, entrepreneurs and musicians. For every fan who “Likes” one of the videos, Gap will donate $1 to the subject’s favorite cause, up to $150,000. Subjects include Donald Glover, Lauren Bush, Reeve Carney, choreographer Benjamin Millepied and blogger Susie Bubble, among others. Gap is offering 30 percent off one regularly priced item to those who “Like” a video.

For a more eccentric selection of products than either Gap stores or offers, the company turned over its White Space pop-up shop, at 680 Fifth Avenue, to the editors of Cool Hunting. The Cool Hunting-curated Gap shop bows on Friday, featuring products from Jonathan Adler, Fat Witch Brownies, Sol Moscot, Jawbone and Bamboo Bike Studio, plus executive editor Evan Orensten’s favorite Mast Brothers chocolate bars infused with June Taylor’s citrus peels, as well as red knit slippers by Tom Scott. — Sharon Edelson

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