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