Harper's Bazaar & Mode launches in Australia

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SYDNEY -- Kerry Packer's Australian Consolidated Press launches Harper's Bazaar & Mode here Feb. 11, claiming to have generated about $800,000 worth of advertising revenue from its first issue, with 200 of the launch issue's 420 pages devoted to inter- national brands such as Chanel, L'Oreal, Prada, Louis Vuitton, Armani, Celine, Salvatore Ferragamo and Ford.

The launch rivals that of Murdoch Magazine's marie claire in 1995, although Harper's is charging advertisers about $4,000 for a full page ad against $8,000 by marie claire, which generated around $900,000 in its first issue from 123 ad pages. The magazine is owned by Rupert Murdoch's nephew, Matt Handbury.

ACP is relaunching Harper's, which failed on its first attempt six years ago, by tacking on its fashion magazine Mode and is spending about $600,000 on the launch alone through DDB Sydney.

The magazine weighs in as Australia's heaviest at 2.6 pounds. It has a cover charge of $4.75. ACP is printing 85,000 copies, about 50,000 more than Mode's most recent audited circulation, and expects to "settle down" between 40,000 and 50,000 copies, while marie claire sells around 110,000 copies.

Copyright February 1998, Crain Communications Inc.

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