With the Jan. 23 issue, the weekly magazine unveiled its first significant redesign in five years, featuring a new typeface, additional columns and fresher graphics.
“It is soup to nuts,” Publisher Margery Gladstone said of the redesign. “When you’re a legacy publication serving a specific marketplace, it behooves you to stay on top of the trends and take another look at your product lines every few years.”
Gladstone said that several new advertisers have come aboard because of the redesign, including Hickey Freeman and Lubiam. She predicted that first-quarter ad revenue would increase about 6% compared with the same period last year.
DNR’s audience includes senior retail managers, buyers, merchandisers, designers and key executives in the retail, apparel, textile, fiber, financial and advertising industries. Part of Condé Nast’s Fashion & Retail Trade Group, it has a circulation of 16,000.
In addition to its weekly editions, the magazine produces several special issues throughout the year. These include five global fashion issues: Pitti Fashion issues in January and June; two special issues on the denim market, DenimUnzipped, which are specifically distributed to denim retailers; and a special International Trade Show calendar in December. Each of the global fashion issues has a circulation of 28,000. Twice a year, DNR publishes Menswear, a consumer/b-to-b hybrid with a circulation of 110,000.
The redesign includes several new editorial sections: “Briefings,” a weekly news roundup; “Making Waves,” a Q&A with a major executive from men’s fashion; and “In Store,” which focuses on independent specialty stores. “Sometimes we forget that we have readers in Des Moines or Chicago who shop at stores that don’t have floor merchants,” Gladstone said. “ ‘In Store’ will provide independent thinking and tips for merchandising to men.”
DNR’s new back page feature, “Buy This Now,” plugs a new product, ranging from fedoras to blue jeans. “It’s our way to signal readers that this is an item your store can’t stand to do without,” Gladstone said. “It makes for a more active reading experience.”
Media buyers have applauded DNR’s changes. “It’s got more of a Condé Nast look to it, and that’s good,” said Bill Hofstetter, president of Hofstetter & Partners/Agency 212, who buys ad space on behalf of clients in the entertainment, fashion and retail industries. “It feels more modern, and you can really see the time and energy they put into the visual presentations.”
Hofstetter said the “Buy This Now’ column was a particularly bold move. “It’s good that they decided to single out [products] because buyers look to b-to-b publications to take a position, and I don’t think DNR has been doing enough of that in recent years,” he said. “This is important because b-to-b publications need to take risks, especially when you’re a weekly.”