Brown to unveil style magazine

John Brown Publishing has lured style guru Ilse Crawford back from New York to edit its new women’s glossy, codenamed Bare.

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

woman.’



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

Ilse.



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.



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