MEMO PAD
COTTON MEXICANO: Cotton Inc., which recently licensed its trademarked Seal of Cotton in Mexico, is about to start a consumer ad campaign there next month. The campaign will focus on increasing awareness of the Seal and the benefits of 100 percent cotton, and help Mexican consumers understand that the English word “cotton,” which appears in the Seal of Cotton, means “algodon.”
The new ads, which are in Spanish except for the word “cotton” on the registered seal, will be placed in various magazines, on billboards in high-traffic zones and on public mailboxes in areas of high visibility.
Cotton Inc. will spend about $600,000 in Mexico this year on a consumer and trade campaign, said J. Nicholas Hahn, president and chief executive officer.
IN THE GROOVE: In Style, the gushy, scandal-free celebrity magazine from Time Inc., has gotten off to a fast start. Launched 18 months ago as a preemptive strike against a U.S. Hello that never materialized, In Style is about to report its first ABC statement: For the first half of 1995, the magazine delivered an average paid circulation of 630,925, 14.7 percent above its rate base of 550,000. According to the publisher’s estimates, circulation throughout the second half of 1995 averaged 707,000, bringing the estimated average for the full year to 669,999, or 22 percent above rate base. “Eighty percent has been sold on the newsstand,” crowed Ann Jackson, publisher. “There’s a certain group of readers who can’t get enough about celebrities, fashion, their homes,” added Martha Nelson, managing editor.
In Style was launched in June 1994, with a circulation of 500,000 — making it the largest magazine launch in 20 years, according to Time — and circulation increased to 550,000 in January 1995 and to its current rate base of 650,000 in January 1996.