Magazine's Visibility Grows

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To Sandra "Sandy" Lee Spaeth, 47, marketing sense is no mystery; marketers just need to look and listen.

"As a marketing person, you pick up on the signal and you put pieces together," says Ms. Spaeth. "You're like a detective."

Ms. Spaeth last month joined Parade Publications as corporate VP-marketing from Hearst Publications' Good Housekeeping, where she was associate publisher. She was responsible for conceiving and developing two notable magazine campaigns-Redbook's "Juggler" and Good Housekeeping's "The New Traditionalist," both of which successfully reinvigorated mature brands.

Her charge at Parade will be to direct the marketing efforts for the company's two Sunday newspaper-carried magazines: react, a 16-month-old title for teens, and Parade. With 36.3 million circulation, Parade has enormous reach, but ad pages were down 12.2% for 1996, according to Publishers Information Bureau.

Leveraging strengths
"Parade is a sleeping giant," says Ms. Spaeth. "My main goals are to give it greater visibility and leverage its strengths to the ad community and to the public."

"I've been watching Sandy for something better than 20 years," says Carlo Vittorini, chairman and publisher of Parade Publications and a former colleague at Redbook, "and every year she shows me something more inventive and creative. To my mind, she's nowhere near stopping."

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