'Bazaar' bets on facelift to raise sagging fortunes

Kerwin, Ann Marie
January 2000
Advertising Age;1/10/2000, Vol. 71 Issue 2, p12
Trade Publication
This article focuses on the plans of editor in chief Katherine Betts to publish a bolder, yet more accessible Bazaar in the U.S. The redesigned Harper's Bazaar that hits newsstands on January 17, 2000 will be closely scrutinized by fashionistas, media buyers and competitors eager to discern how a new editor will attempt to revive the struggling title. Betts' primary challenge is to boost circulation in a crowded and competitive category. She wants Bazaar to maintain its reputation as a place for cutting-edge photography and fashion-forward features but hopes readers will find her version more accessible and informative. For the new look, Betts brought in design consultant Michael Grossman, creative director for Meigher Communications LP.


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