'GLAMOUR' MAGAZINE SACKS EDITOR

Bonnie Fuller Replaced by Cindi Leive in Shake-up

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NEW YORK (AdAge.com) -- After a rocky three-year tenure as editor in chief of Conde Nast Publications' Glamour, Bonnie Fuller was replaced Wednesday by Cindi
Photo: AP..
Bonnie Fuller gets the boot as newsstand sales continue to drop.

Leive, editor in chief of sister publication Self and former Glamour deputy editor. Ms. Fuller's contract was to expire in August.

The move is seen as a way for Conde Nast to protect one of its most profitable franchises. In April, after a quarter of disappointing ad pages, Glamour publisher Debi Fine was replaced with Allure publisher Suzanne Grimes. Ms. Fuller's ouster was reportedly due in part to falling newsstand sales.

Ad pages drop
For January through April of this year, Glamour was down 13.7% in ad pages to 455.70, while rival Hearst Magazine's Cosmopolitan was down just 3.1% to 596.10, according to Publishers Information Bureau figures.

Both titles were hurt on the newsstand front as retailers moved to cover up sexy coverlines in the checkout aisle. For the last six months of 2000, newsstand sales for Glamour were off 10.9% to 1,015,767, according to Audit Bureau of Circulations figures. Cosmo's sales were also down 9.3% but still beat Glamour with sales of 1,816,358. Ms. Leive's Self, meanwhile, was up 9.2% in newsstand sales to 392,571; ad pages for January through April took a slight hit, down 1.7% to 342.05. Ms. Leive joined Self in August 1999.

Ms. Fuller made waves in August 1998 when she jumped ship from Cosmopolitan to take over Glamour from beloved longtime editor in chief Ruth Whitney. She gained media world attention at Hearst when she took over Cosmopolitan from another beloved longtime editor, Helen Gurley Brown, and managed to update the title with super-steamy coverlines without losing steam at the newsstand.

She employed a similar sexy strategy at Glamour, to early success.

Controversial cover photo
But in 1999, she was embroiled in two incidents of flirting with fierce Conde Nast rival Hearst to return as editor in chief of Harper's Bazaar, much to the ire of Conde Nast executives.

Ms. Fuller's decision to feature a photo of actress Catherine Zeta Jones on the cover of the June issue was also said to have caused problems internally at Conde Nast. Ms. Zeta Jones had agreed to appear and sit for a photo to use on the July cover of Vogue and did not authorize the use of the older photo which appeared on Glamour's June cover, according to reports.

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