The women’s market is to become even more crowded in the autumn
with the UK launch of Time Incorporated’s hugely successful US celebrity
fashion and beauty magazine InStyle.
The magazine, which combines Hello!-style celebrity coverage with
fashion and beauty, has been published in the US for five years and
sells 1.3 million copies a month.
An Australian edition was launched in March and a German edition, which
is published jointly with Burda, in March last year.
She advertisement director Kathy Moulton has been poached to fill the
role of ad chief on the UK edition and joins at the end of June. She is
recruiting a sales team of four. An editor is also being sought. Moulton
landed the job against massive competition from other consumer
The operation will be based in Wallpaper’s office and the publisher will
be Time’s London-based brand development director Katie Egan, daughter
of former Jaguar chief Sir John Egan.
Time has had plans to launch InStyle in the UK for the past year and has
been in discussions with all the major publishers about a possible joint
venture. However, it has decided to go ahead on its own.
Some of the advertising and editorial content will be provided from New
In the US, InStyle is a serious competitor in the fashion and beauty
advertising market and has taken a significant share from magazines such
as Vogue, Elle and Glamour.
The April edition, on sale in the UK, has 568 pages with a 55 per cent
ad ratio. A 12-page hair feature shows Winona Ryder, Meg Ryan, Rene
Russo, Heather Graham and Naomi Campbell modelling assorted hairstyles.
Campbell’s is described as a ’sexy shag’.
The initial distribution is expected to be about 200,000. The imported
US edition sells here for pounds 3 but the UK version will be thinner
with a lower cover price.
The magazine has an e-commerce site and has produced television specials
with US network ABC.