So last week we took a peek at the progress. Editor Tina Gaudoin, a veteran of News Corp. sibling The Times of London, who was appointed in January, has worked up the prototype pages you see here. Publisher Ellen Asmodeo, a longtime American Express Publishing executive, has already locked down many advertisers. And Hermès has snapped up the back cover.
"Even if we're talking about how the fashion industry has changed, it's an analytical view of why we have to go to precollection instead of spring and fall collections," Ms. Asmodeo said. "You'll see the Journal approach in how we speak to their lifestyle."
Hermès ad spending in the U.S. last year included $908,000 for national newspapers, $1.8 million for Sunday magazines and $8.2 million for glossy magazines, according to TNS Media Intelligence.
"Magazines tend to stay around for lengthier periods of time," Mr. Chavez said. "People hold on to them. For us it's really about projecting this timelessness, this quality of the brand that Hermès represents."
"A little bit of what you sometimes see in the Journal is a wry sense of humor," she added. "We are expanding on that."
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