Redesigned 'Star' refines its star focus

Kerwin, Ann Marie
November 1999
Advertising Age;11/1/1999, Vol. 70 Issue 45, p16
Trade Publication
This article reports on the redesign of U.S. entertainment tabloid magazine Star, as of November 1999, six months after President-CEO David Pecker stepped in to lead parent company American Media. The tabloid will debut a new advertising campaign positioning it as a must-read. But most revealing is the Star's new editorial profile aimed at drawing in higher-paying advertisers. According to Pecker, they're going to be more mainstream, and more conservative in the way information is portrayed. The new version of the Star wants the celebrities it covers to feel comfortable about appearing in its pages. More celebrity-friendly stories have already begun to appear in the weekly. The tabloid sent out advance notice to readers about its rebirth in a flight of commercials from AG, a company based in New York, which started late in 1999. The advertisement will be updated with each week's issue. American Media executives hope the remake can boost single-copy sales.


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