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Top Trades: Women's Wear Daily

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Women's Wear Daily is not an off-the-rack trade publication. In a world where monthlies are the rule and weeklies the exception, WWD is a genuine daily industry newspaper. It is also a publication that has allure beyond the typical business audience to attract a large consumer contingent.

"They shop so much; for some reason, it seems they're part of the world of Women's Wear Daily," Edward Menischeschi, president WWD Media Worldwide, said.

With that kind of appeal built over decades, WWD has been able to generate growth of about 17% in 2003 and 10% in 2004, according to Menischeschi. This daily magazine is an amalgam of trends, breaking news, analysis, culture and gossip. "WWD is a must-read publication," Menischeschi said.

The magazine delivers the fashion industry audience, and it also has the ability to work creatively with advertisers. Menischeschi said the magazine's performance during the September 2004 Fashion Week in New York demonstrated that capability. "September was the biggest month in our history," he said. "We had a cover wrap on every issue that week."

The magazine's relationship with the Simon Property Group, a mall developer, also shows WWD's willingness to work with advertisers to reach their target audiences. Simon wants to attract top-notch fashion stores to its malls, and through WWD the developer has worked to brand its properties as fashion-conscious. Using WWD's in-house creative services department, Simon has used unusual placements such as cover wraps and double butterfly gatefolds to get its message across.

WWD recently relaunched its Web site, with an emphasis on paid content. Manischeschi said the audience for the Web site has the same demographic profile as that of the print magazine but that there is little overlap.

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