Although neither Wal-Mart or Conde Nast is talking about it (the collaboration is "secret"), Conde's custom publishing unit (the Media Group) has been creating entire issues of a new Walmart-branded beauty magazine, BeautyScoop, reports WWD. The initial plan called for five issues of a 12-page monthly with 500,000 copies in-store, and direct-mail run sent to 2.5M Wal-Mart customers, sources said. The store trademarked the name in June and the first issue appeared in July; the last, with the headline “Christmas Beauty,” is out now. The cost of the project is in the millions, sources said. The glossy magazine includes editorial features, "expert advice from the editors of Allure, Glamour and Lucky," but otherwise, Conde's name is not seen in its pages. Magazine is part of W-M's efforts to position itself more competitively in the beauty space, as a beauty authority. Piece mentions Time Inc.-published magazine All You, distributed only in W-M. Suggests W-M felt Conde was a more appropriate partner in the beauty sector--although W-M wants to steer clear of the new title being associated with Conde's upscale image, given W-M's everyday low-prices
Friday, December 21, 2012
Wal-Mart Turns To Conde For Beauty Mag
http://www.wwd.com/media-news/publishing/wal-mart-turns-to-cond-nast-for-beauty-magazine-6552390
Although neither Wal-Mart or Conde Nast is talking about it (the collaboration is "secret"), Conde's custom publishing unit (the Media Group) has been creating entire issues of a new Walmart-branded beauty magazine, BeautyScoop, reports WWD. The initial plan called for five issues of a 12-page monthly with 500,000 copies in-store, and direct-mail run sent to 2.5M Wal-Mart customers, sources said. The store trademarked the name in June and the first issue appeared in July; the last, with the headline “Christmas Beauty,” is out now. The cost of the project is in the millions, sources said. The glossy magazine includes editorial features, "expert advice from the editors of Allure, Glamour and Lucky," but otherwise, Conde's name is not seen in its pages. Magazine is part of W-M's efforts to position itself more competitively in the beauty space, as a beauty authority. Piece mentions Time Inc.-published magazine All You, distributed only in W-M. Suggests W-M felt Conde was a more appropriate partner in the beauty sector--although W-M wants to steer clear of the new title being associated with Conde's upscale image, given W-M's everyday low-prices
Although neither Wal-Mart or Conde Nast is talking about it (the collaboration is "secret"), Conde's custom publishing unit (the Media Group) has been creating entire issues of a new Walmart-branded beauty magazine, BeautyScoop, reports WWD. The initial plan called for five issues of a 12-page monthly with 500,000 copies in-store, and direct-mail run sent to 2.5M Wal-Mart customers, sources said. The store trademarked the name in June and the first issue appeared in July; the last, with the headline “Christmas Beauty,” is out now. The cost of the project is in the millions, sources said. The glossy magazine includes editorial features, "expert advice from the editors of Allure, Glamour and Lucky," but otherwise, Conde's name is not seen in its pages. Magazine is part of W-M's efforts to position itself more competitively in the beauty space, as a beauty authority. Piece mentions Time Inc.-published magazine All You, distributed only in W-M. Suggests W-M felt Conde was a more appropriate partner in the beauty sector--although W-M wants to steer clear of the new title being associated with Conde's upscale image, given W-M's everyday low-prices
