CONDE NAST BIDS E-MINDED WOMEN TO 'CLICK HERE!' ON-, OFFLINE ADVERTISERS USE 'MADEMOISELLE' SUPPLEMENT

By Published on .

Most Popular
Twentysomething women may be comfortable with technology, but they still want help plugging into the Internet.

This month, Conde Nast Publications' Mademoiselle introduces a supplement called Click Here!, a 54-page crib sheet to Web navigation.

The guide, produced by outgoing Editor in Chief Elizabeth Crow, attracted so many additional advertisers that Conde Nast plans to produce two more next year -- provided incoming editor Mandi Norwood agrees. Ms. Crow hands over Mademoiselle's reins to Ms. Norwood, currently editor in chief of British Cosmopolitan, in December.

For now, though, Conde Nast executives have added the Internet guide to the company's 2000 business plan. Click Here! is scheduled to appear again in April and October.

CORPORATE SUPPORT

"The truth is, [the guide] is an editorial unit, and if the editor is not comfortable with it, we won't go ahead," said Conde Nast Exec VP Catherine Viscardi Johnston. "But from a business perspective, there is corporate support for it. Mademoiselle used it as a business-building opportunity for a new category, the dot-coms, that everyone sees as a huge category for the future."

In an added bonus, the supplement also attracted non-Internet advertisers, said Publisher Nina Lawrence, citing Armani AX and Esprit and cell phone company Qualcomm as examples. But the bulk of 26 pages of new business was from sites including Victoria Secret's (www.victoriasecret.com) and the Wedding Channel (www.weddingchannel.com.)

Click Here! will be polybagged with subscribers' copies of the October issue, while 50,000 newsstand copies will get the polybagged supplement.

"We saw a real opening for a demographically targeted guide to the Internet for young women," said Ms. Crow, who added she sees it as a way to distinguish Mademoiselle from other fashion and beauty titles.

INTERNET- PROFICIENT READERS

This year Mademoiselle underwent a redesign that included adding "Mlle. Links" at the end of editorial features, guiding readers to related online sites. Focus groups conducted earlier this year found nearly all Mademoiselle readers identified themselves as Internet-proficient, but said they still craved information to save them surfing time.

An Internet-savvy editorial approach can only help distinguish Mademoiselle from the crowd of women's fashion/beauty books. When the deal for Conde Nast to acquire Fairchild Publications is completed in the next two months, the young women's title will have even more in-house competition from Fairchild's Jane.

"Mademoiselle's job is to be as successful and distinctive as it can be, no matter what the competition is," Ms. Viscardi Johnston said. "Competition comes

In this article: