MADEMOISELLE TO BID ADIEU
Byline: Lisa Lockwood
NEW YORK — Conde Nast Publications is shutting Mademoiselle.
Geared to women in their twenties, the fashion and beauty magazine has struggled to distinguish itself from the competition and establish a strong advertising base. The November issue, which hits newsstands next week, will be its final one.
According to a Conde Nast spokeswoman, the closure was due to difficult economic conditions that were exacerbated by the Sept. 11 terrorist attacks. Ad pages through October were down 18 percent, following a 20 percent decline in 2000, according to Media Industry Newsletter.
For the past year-and-a-half, Mademoiselle has been edited by Mandi Norwood, former editor in chief of British Cosmopolitan. Lori Burgess served as publisher for the past two years. Norwood and Burgess will be leaving.
Burgess told WWD, “It’s taken a while for us to have some sort of solid ground in the market place. Last year we launched a new Mademoiselle, and it was in an evolving sort of state.” However, she pointed out that as the magazine struggled to find its way, its competitors strengthened their positions.
The closure will affect 93 employees. The firm will try to place as many people as possible within Conde Nast and its affiliated companies, Golf Digest and Fairchild Publications, publishers of WWD, W, Details and Jane. All are units of Advance Publications. Those who are not placed by Friday will receive severance packages.
The 66-year-old Mademoiselle has a rate base of 1.1 million. Subscribers will receive Glamour magazine, beginning with the January issue. Glamour’s rate base will increase to 2.2 million from 2.1 million, beginning with the January issue.