Tatler strengthens ad team to build on recent sales success

LONDON - Tatler has appointed a new ad director and sales team and claims to be outselling rival Harpers & Queen.

Advertisement manager Emma Maughan has been promoted to ad director, replacing Alexandra O’Donnell who has been appointed UK sales director for PeopleNews.com, the new internet site fronted by ex-Tatler editor Jane Procter.

Maughan joined Tatler as ad manager in 1998 from Harpers & Queen and was previously a sales executive on Elle Decoration. In her new role, she will report to associate publisher Trisha Stevenson and publishing director Annie Holcroft.

Replacing Maughan as ad manager is Alex Laurie who joins from Harpers & Queen, where she was senior sales executive. Vicky White, formerly of Elle, has been recruited as fashion ad manager on a part-time basis and Kate Tanswell moves across from Brides and Setting up Home, where she was account executive. A senior sales executive will be appointed shortly to complete the team.

Tatler is expecting a healthy increase in its next ABC and now claims to be outselling Harpers & Queen. In the last ABCs, Tatler trailed Harpers by 5,000 copies. The Conde Nast title has been revamped under new editor Geordie Greig and has featured strong celebrity cover stories, including this month’s interview with Madonna.

The April issue was the largest ever at over 360 pages with more than 100 pages of advertising, including a six-page Nicole Farhi gatefold.

There was also an exclusive 64-page weddings advertorial sponsored by Harrods. The issue was supplemented with a 50-page Tatler Interiors section containing 20 pages of home interest advertising. Tatler Interiors is published in April and October.

The magazine has won a branding campaign by Jaguar for its latest odel, to be launched next year and aimed at female BMW drivers. Another recent win is an exclusive 14-page deal for the relaunch of Cointreau.

Tatler has also benefited from the dotcom phenomenon, booking ads for IntoFashion.com, TopJobs.com and BooksOnline.

An ’exciting exclusive’ is promised for the June issue along with Nicola Formby’s ’blonde date’ interview with shoe fashion maestro Manolo Blahnik.