John Brown Publishing has lured style guru Ilse Crawford back from
New York to edit its new women’s glossy, codenamed Bare.
The upmarket lifestyle magazine, which is set for a September launch,
will be aimed at successful thirty-something women. It will be high on
design and production values and feature interiors, designer fashion,
beauty, society gossip and food. As one media buyer put it, it will be
’a mix of Vanity Fair, Tatler and Elle Decoration for Manhattan Loft
Bare is looking for an affluent, niche readership, a circulation of
between 70,000 and 80,000, a cover price in the pounds 3 region and an
editorial:advertising ratio of 70:30.
Crawford left the UK 18 months ago to work for Donna Karan as
vice-president of her homes division, on a substantial salary.
Previously, she launched and then edited Elle Deco for nine years and
before that she was deputy editor of World of Interiors. Her appointment
is a considerable coup for a publisher best known for for Wisden’s
Cricket Monthly, Bizarre, Fortean Times and Viz and for whom Bare
represents its first entry into the women’s magazine sector.
But Gardens Illustrated and glossy contract magazines for the likes of
Ikea, Virgin, Debenhams and Waitrose have earned John Brown a reputation
for producing stylish, design-led glossies.
MediaVest’s client services director Nigel Conway said: ’They certainly
have the creative expertise to pull it off and, with much lower
overheads than Conde Nast, they can probably make it work.’
Publisher Honor Riley, who worked at Conde Nast for 13 years before
joining Bare, has recruited Vanity Fair’s fashion and beauty manager
Clare Crocker as ad director and Sherida Brindle from Vogue to sell
classified. She is looking to recruit two more sales executives.
Chief executive John Brown said: ’I am absolutely thrilled to have got
Bare will be a completely different magazine, steering away from the
traditional women’s magazine formula of prescriptive living. It will be
hedonistic and holistic for the intelligent woman.’
Five new women’s titles - Nova, Frank, PS, Verve and Vital - will
compete for shelf space this year.