MEMO PAD

THE TRUMAN LIFESTYLE: When Conde Nast decided last year to resurrect House & Garden, the inside joke was that it should be dubbed “James Truman Living.” Well, that wouldn’t have been too much of a stretch. In the prototype being presented to the ad community, there’s an actual layout of Truman’s New York loft, designed by Paul Fortune.
“My apartment was shot for the old HG, and it was scheduled to run, but the magazine closed,” explained Truman, Conde Nast’s editorial director. He didn’t realize those shots were used for the new prototype, however. “I was shown them, but thought it was a joke,” he said, adding that there are surely no plans to use them in the new House & Garden that debuts in September.

CHANGES AT ANNE KLEIN: Connie Francis-Cioffi has resigned as vice president of advertising for Anne Klein Cos. after 11 1/2 years with the firm. Francis-Cioffi, whose resignation is effective April 5, will set up her own advertising and PR business. Her successor hasn’t been named yet.

BLANK TO BAZAAR: Susan Blank has been named associate publisher of Harper’s Bazaar. She had held a similar post at Redbook. Blank succeeds Laura E. Cherensky, who left the magazine.

FIVE LITTLE INDIANS: There’s a revolt among the Seven Sisters, as Redbook and Good Housekeeping apparently want out of the family. For years, the Family Circle research department has compiled monthly results from the seven women’s service magazines and distributed them among the various publishers before they appeared in Media Industry Newsletter. The results were then presented to the trade press, usually generating stories about the category and related economic trends.
But now, Redbook and GH — both published by Hearst — have refused to share their numbers with the rest of the pack.
“It’s definitely true, and I’m the one responsible for it,” said T.R. Shepard, publisher of Redbook. “I think ‘women’s service’ is a meaningless designation that is antiquated. The trade press misuses the information, and they don’t talk about profitable pages or free pages. The whole theory of categorization of magazines needs a whole overhaul.”
GH executives couldn’t be reached for comment.
Some might suggest the move stems from unsettling times at Hearst: Through April, Redbook is down 19.3 percent and Good Housekeeping is off 26 percent in ad pages. Shepard contended, however, that the break “wasn’t a question of me being sensitive to the numbers, but the theory of categorization that continues,” he said.
“I’d like to create a new box for BFL — beauty, fashion and lifestyle,” said Shepard, noting he’d like Redbook to be compared with New Woman, Self, Glamour, Mademoiselle, Allure, Cosmopolitan and Marie Claire.

HINES TO STYLE: Chad Hines, a producer for CNN Business News, has been named a segment producer at MTV’s House of Style. He’ll work on fashion and lifestyle segments and report to Alisa Bellettini, executive producer.

LUCA LUCA CAMPAIGN: The Madison Avenue boom continues. The newest door, Luca Luca, the Milan ready-to-wear company, will open Saturday — a two-level 1,800-square-foot space on Madison Avenue and 62nd Street. To get the word out, Luca Luca will spend about $100,000 on its media buy for spring. Shahid & Co. created a campaign that will debut in the New York Times Magazine on Sunday, April 21, featuring colorful photographs of Shalom by Mario Testino. The store is Luca Luca’s second on Madison.

FRENCH FRAY: The French mail-order company 3 Suisses has caused some heavy breathing in Paris with an ad campaign that uses images to contrast feminine and masculine words with the tag line, “Tomorrow will be feminine.”
The idea is hardly shocking, but some of the images are making waves. One of the visuals for the outdoor and print campaign, which broke this month, was refused by the city transit authority RATP on the grounds that it was “not suitable” for the public. It contrasts the masculine word “un cactus” with the feminine “une caresse.”
The campaign, handled by BDDP, was photographed by New York’s The Guzmans. 3 Suisses, France’s second-largest catalog company, has budgeted $2 million (10 million francs) for the campaign, which runs through the end of August.

MAGS MILANESE: In a bid to boost sales and market share, Corriere della Sera, one of Italy’s leading newspapers, launched Io Donna (I woman), a weekly four-color magazine that’s distributed with Corriere every Saturday for an extra $1.20 (2,000 lire). A black-and-white photo of Isabella Rossellini by Richard Avedon appears on the debut cover.
“Io Donna is a real women’s magazine, not a supplement, since each week it will count some 170-180 pages,” said Fiorenza Vallino, executive editor.
Corriere and Io Donna are published by Milan-based Rizzoli. The first combined edition hit the newsstands March 23, and Corriere’s sales soared 57 percent, with 880,000 copies sold nationwide, Vallino claimed. So far, Io Donna’s revenues from ad pages have reached $650,000 (1 billion lire) per issue. The average cost per page is $13,000 (20 million lire).
This month also marked the debut of Village, a monthly magazine with an edgy bent. Village, which costs $4 (6,000 lire), is published by Editoriale Donna and is headed by Vittorio Corona. The piece de resistance of the first issue was a series of multiethnic portraits by Oliviero Toscani.

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