- In Style magazine has shortlisted three creative agencies to pitch for its spring launch task. The much anticipated US import will hand the winning agency a budget to match the £5 million that Conde Nast's rival title Glamour has pledged for its own spring launch. A media review will be kicked off following the appointment of an agency, which is expected within the next month.
In Style is regarded as a publishing phenomenon in the states, where its ad revenue eclipses that of more established titles such as Vogue. However, its competition in the UK will be fierce. Conde Nast has unveiled a revolutionary A5 format for UK Glamour that produced a surge in sales when it was introduced to the sister Italian title. The publisher has promised to spend £15 million promoting Glamour in its first four years.
The competition between publishers next spring seems set to become yet more intense with rumours that IPC Media might launch its own style title to compete with Glamour and In Style. The publisher is believed to be researching a 2001 launch that would become its biggest since Marie Claire hit stands in the 1980s.