By Published on .

Most Popular
Anne kallin zehren, 35, says the switch from an image-oriented to a sales-oriented marketing strategy was the key to the renewed vigor of the 60-year-old fashion title.

Glamour advertising pages were up 16.4% in 1997, with $22 million attributed to Ms. Zehren's marketing efforts as associate publisher. This was the biggest page increase for any magazine at Conde Nast Publications in 1997 and the biggest percentage increase at the magazine in 16 years.

Recently, Ms. Zehren was lured away to become publisher of Time Warner's Teen People.

Ms. Zehren says fashion and beauty magazines once focused solely on being in sync with advertisers' image by creating an editorial environment that would be conducive to the advertisers' needs.

"[Now] we've created marketing partnerships that will drive sales for advertisers," she says.

She cites examples of integrated marketing programs she instituted while at Glamour, with advertisers such as Eckerd Drug Stores, Dillard's Department Stores, Federated Department Stores' Bloomingdale's and Target Stores.

The partnership with Eckerd includes a twice-annual advertising section with women's health articles written by health experts and studies by the U.S. Department of Health & Human Services. In addition, health tip sheets with Glamour's logo and those of participating advertisers were available at Eckerd stores. Other efforts included price promotions in Eckerd's weekly circular for participating advertisers, couponing in the magazine and a women's health symposium.

This project brought impressive results: Glamour saw a 101% increase in the health ad category from 1996 to 1997.

Ms. Zehren supports the philosophy that marketing has taken on an integral role in the magazine industry.

"The line between sales and marketing of a magazine is blurring," says Ms. Zehren, who was the first Conde Nast associate publisher to come from the marketing ranks. "The marketing department used to be a cost center, but now it's becoming a profit center, bringing in revenue like the sales deparment."

In this article: