Power lunch time at Manhattan's Four Seasons with Simon & Schuster editor Michael Korda, Dr. Kissinger, Mary Berner, Beverly Sills, Mort Zuckerman all holding forth, as Publisher Gina Sanders briefed me from her perspective on the ferociously competitive teen magazine market. "Teen Vogue isn't a teen magazine that covers fashion, we're a fashion magazine for teens," she began, "with 42% of our total ad sales coming from fashion. ... Some advertisers come to us because we're `Teen' and others come because we're `Vogue.' And we're age-appropriate (she calls 15-16 `the sweet spot of our readers') and we're price-appropriate." Through October Teen Vogue carried 826 ad pages, up 173 pages. Gina thinks their 10X frequency is right for them and has no plans to go monthly. And circ? "I think we're exactly where we want to be right now even without the YM acquisition, in which we added a great number of (retail) pockets. Conversion of YM readers is very good. We find they're much like our original subscribers." Total circulation is now 1.5 million on a rate base of only 850,000. "So we're delivering a huge bonus but expect that to deplete over time, with the right girls staying with us." Married to a member of the Newhouse clan, Gina says, "I've now been at Conde Nast 18 years, longer than I lived in my parents' house, because I left for college at 17. And I'm now very much into extracurricular activity." In her case, mentoring juniors and seniors at Tufts, her alma mater, kids interested in getting into the magazine biz. What else? "We've just published our first-ever issue of 300 pages."
Also talking records, Amy P. Wilkins of Better Homes & Gardens. Says Amy in a note, "October is our highest revenue issue in history and with 221 (ad) pages, is just shy of a record we set in April. November is up 6% and December is up 19%, our biggest December ever. We'll finish with 2,120 advertising pages." What slump?
The Donald wrote to The New York Times Book Review asserting Tina Brown dragged "The New Yorker down to a new low," when she assigned Mark Singer to trash Trump in a profile. A Times review of a book of Singer profiles occasioned the whine.
Publisher Kristine Welker of Hearst Corp.'s CosmoGirl! tells me it's up 9% on newsstands; she also claims it's "the fastest growing magazine on college campuses." Meantime, sibling Cosmo unveils (well, so to speak) their "hottest bachelors" of the year Oct. 12 at Temple on West 52nd Street in NYC.
A new Yves Saint Laurent exhibit in Paris will run until April 23.
Manhattan PR whiz Susan Magrino nabbed some new clients, among them the launch of Veuve Clicquot Ice Jacket, described as a "luxury Champagne brand." Can't have too many of those.
The New York Botanical Garden and House & Garden publish "The New Garden Paradise, Great Private Gardens of the World." The New York Yacht Club hosts the book party Oct. 11.
The Guardian (once The Manchester Guardian) newspaper has gone to a smaller format.