CAMPAIGN INTERNATIONAL: MEDIUM OF THE MONTH - In Style’s relaxed approach has captured both advertisers and readers, Lisa Granatstein writes

With its all-access pass inside Hollywood homes and closets, In Style magazine from Time Inc provides readers with tips on how to dress, decorate, dine and entertain like the rich and famous by way of flattering celebrity profiles and features.

With its all-access pass inside Hollywood homes and closets, In

Style magazine from Time Inc provides readers with tips on how to dress,

decorate, dine and entertain like the rich and famous by way of

flattering celebrity profiles and features.



Launched as a monthly in June 1994 with a circulation of 500,000, the

People magazine spin-off targeted 25- to 34-year-old affluent women. By

its third year, the celebrity/fashion hybrid was itself fashionably in

the black and the envy of many publishers. Almost overnight, In Style

was in style.



Much to everyone’s shock, In Style soon became an industry leader. At

the time, Time Inc was hardly the epicentre of fashion. But with a heavy

recruiting process led by Ann Moore, People Magazine Group’s president,

In Style’s editorial and sales teams hit the ground running.



The first issue, which featured Barbra Streisand at home, set the

magazine’s tone. Like People, In Style hones in on celebritydom, but

adds practical advice that allows the reader to be just like them.



Because there is little risk of bad press, celebrities love to be

included and readers lap it up, providing a safe environment for

advertisers. In the second half of last year, In Style’s paid-for

circulation grew to 1.26 million, up 21.1 per cent over the previous

year, according to the Audit Bureau of Circulations. And ad pages for

the first six months of 1999 increased an astonishing 28.3 per cent to

1,025 pages.



With celebrities all the rage and In Style a proven cash cow, its

winning formula is being copied by others.



This year, Gruner & Jahr USA Publishing spun off Star Style from

McCall’s, its women’s service book. And Conde Nast Publishing’s Allure

is changing its beauty/fashion focus towards a celebrity bent.



Despite the competition, In Style continues to grow with announcements

this year of international editions. In March, In Style launched a

German edition with Burda. An Australian version, which tested this

year, is slated to arrive in March 2000 and there is talk of a UK test

edition.



In Style is also expected to launch an e-commerce site by the end of the

year.



In Style fact file

Frequency                                      monthly

Publisher                                     Time Inc

Paid-for circulation                             1.26m

Page rate (full page colour & mono)     dollars 59,500

Ad revenue 1998                          dollars 90.6m

Ad revenue increase 1997-98                      70.9%

Cover price                               dollars 3.50



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