CHEERY O: O, the Oprah magazine, has gotten off to a huge start. The debut issue, which hits newsstands Wednesday, April 19, will carry 166 ad pages. And those who wanted in had to commit big- time. In fact, advertisers, sight unseen, had to make an unusual up-front, multiple-page commitment to the magazine for six issues in 2000. And the bigger the buy, the better the placement. After the May-June issue, O will be published in July-August and then go monthly in September.
Among the initial advertisers are Almay, Chanel, Clinique, Calvin Klein Cosmetics, Cole-Haan, Eileen Fisher, Estee Lauder, Gap, Jones New York, L.L. Bean, Lancome, Tommy Hilfiger, Ralph Lauren and Victoria’s Secret. The magazine is a co-venture between Hearst Magazines and Harpo Entertainment Group.

LOGO-A-GO-GO: Beginning with the May issue, Glamour will have a new logo. Moving away from angles, the new look is straight up and down.
“Before, it looked like it was running off the page and was in a hurry,” said editor in chief Bonnie Fuller. The new logo, she pointed out, was influenced by Italian Glamour’s, which is also straight up and down. The new logo has more depth, and Fuller has moved it down so there will be room for a line of type above it. For the first few months, she plans to run a Do’s-and-Don’ts line over the logo.

CLEAN LIVIN’: Rodale Inc., which publishes Men’s Health, has chosen the name MH-18 for its new magazine and Web site aimed at teenage guys in grades eight to 12. It also has launched a nationwide search for high school and junior high school students to contribute story ideas and articles to its online and print publications. Topics will range from fitness and sports to girls, gear and life. Jeff Csatari is editor in chief, and the magazine launches with issues in September and December, and on the Web later this spring. The magazine is expected to roll out bimonthly in 2001.

GETTING IN SHAPE: Shape magazine is tying in with the Macy’s Flower Show, April 22 to April 28 at the Herald Square flagship. Shape will present a fashion show, Shape’s “Essential Guide to Summer,” Monday, April 24, on Macy’s second floor at 6 p.m. It will feature a variety of lines, including DKNY, Ralph Lauren, Liz Claiborne and Mossimo. Shape will run an insert in the May issue, sponsored by Elizabeth Arden, Mossimo, Clarins, Liz Claiborne, Wamsutta, Puma and Cannondale. The insert invites consumers to come to the Macy’s fashion show and, with a purchase of $75 worth of sponsors’ merchandise, receive a canvas floral beach bag. According to Carolyn Bekkedahl, vice president and publishing director of Shape, this event helped to create a record May issue, with the largest revenues in the magazine’s 19-year history. May is up 54 percent in ad pages, following a 32 percent gain in April.

IN FLIGHT: There’s no doubt the French economy is on the upswing, and after closing titles in the Nineties, Conde Nast France is bulking up once again. After the launch of a French version of Architectural Digest earlier this month, Conde Nast France president Gardner Bellanger and French Vogue editor in chief Joan Juliet Buck this week unveiled their redesign for 14-year-old Air France Madame, which is distributed free to first-class and business-class travelers. Conde Nast is paid a fee to handle the editorial, and an agent for Air France sells the advertising. There are six issues a year.
“It’s more prestigious than it is lucrative,” said Bellanger, who donned a new Yohji trench and dark glasses for the press breakfast, as if to drive home the upscale positioning of the magazine and separate it from more pedestrian airline giveaways. The April-May issue is 188 pages, and all the articles are in both French and English. There are insider looks at destinations, plus food and shopping features.
“We’ll be the only magazine in the plane without a celebrity interview,” says Buck. “Our reader is traveling and she doesn’t give a flip about celebrities’ opinions of their directors.”
Besides a regular feature on jet-lag solutions, there will be a story on a hotel with photos of every freebie offered — “I want to see the bathrobe in every issue,” says Buck. There will also be a regular story on a haunted place; this issue it was Versailles. Advertisers for April-May include Celine, Chanel, Parfums Giorgio Armani and Lancome.

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