Brady's Bunch

By Published on .

Two years after its launch, Conde Nast's Teen Vogue is already selling 850,000 copies per issue. But when I lunched the other day with Editor Amy Astley and Publisher Gina Sanders, they talked more about their audience than about the numbers. "This age group has been so underestimated," said Gina. "The teen market has changed but not the teen magazine business. We have readers who are 11 years old. But our core audience starts at 15 and we get wonderful feedback, e-mail mostly but lots of hard mail. It's articulate mail, without the word `like' in every sentence. I can't remember being nearly as poised as a teen." Amy adds that her own 6-year-old daughter is "already helpful." Ad pages in '04 rose 314 pages or 67%. This in a year when, Gina says, the teen category was down 199 pages. As with competing mags, Teen Vogue charges "about 10 bucks for 10 issues" per subscription, and gets $1.99 on newsstands. What makes their book different, they say, is their "fashion starts here" approach. Some 43% of their ads are exclusive to them in the category, and "we carry more fashion ads (beauty isn't included in those) than CosmoGirl and Seventeen combined." As Amy says, "we don't think of ourselves as `mass.' " And Gina adds, "We have Dior, Prada, Neiman-Marcus and Tiffany as advertisers." Talk about upmarket!

People en Espanol Publisher Jacqueline Hernandez-Fallous says it's boosting the rate base to 450,000 in February. Ad pages were ahead 9% for the year, and a solid 20.6% for 2004's final four months.

American Media (Pecker) named Bill Gubbins editor of Country Weekly, their Nashville-based country music mag.

Fit Pregnancy (also Pecker) will spin off Mom & Baby in March, a postnatal mag. So says Publisher Deborah J. Mignucci.

Yachting Publisher John Young says they did a redesign of the 109-year-old magazine.

Cosmo's first-ever male awards lunch (they've gotta be "fun and fearless") set for Feb. 7.

Nancy Novogrod says they're introing the first ever Travel & Leisure Design Awards to be handed out in New York next month.

Irresistible Business Week compilation of the year's "worst managers." They include Disney's Eisner, Raines of Fannie Mae, Gilmartin of Merck, the dopey CEO of Sinclair Broadcast, Bettman of the hockey league, Chiron's Howard Pien, and the guy who runs Krispy Kreme.

In this article:
Most Popular