Nicki Minaj without crazy hair or makeup is alright with us.
Nicki Minaj without crazy hair or makeup is alright with us.
Poor Taylor Swift. So young, talented and rich and yet… Her face doesn’t sell magazines. Swift has appeared on the cover of a slew of glossies — from Vanity Fair to Glamour to Elle — but unlike The Kim Kardashian Effect of years ago, her image doesn’t mean much.
According to WWD, each time Swift has appeared on a cover, the sales have been nowhere near what would be expected. When Swift was on Vogue, the issue only sold 329,371 copies. That was way below Lady Gaga’s issue, which registered 602,000 issues sold. Her Cosmo cover ended up being the worst-selling issue for the magazine. And while Swift’s Glamour cover was good 443,000 copies sold, once again the songstress was beaten out, this time by Lauren Conrad. Now that’s depressing.
The evidence is clear: A Swift cover doesn’t guarantee better sales. So the only question now is, how long until Swift writes a break up song about magazines?
WWD reports that Borgonovo will be working on Elle Accessories, while also maintaining her role as editorial director of My-Wardobe.com. Prior to her time at the e-commerce site, Borgonovo worked as British Harper’s Bazaar’s senior style director.
Goldstein will serve as a fashion editor at large. She will report to Elle’s creative director, Joe Zee.
Welcome back to another FishbowlNY Cover Battle, our weekly feature that asks readers to pick the better of two fantastic magazine covers. This week we have Businessweek versus Elle. Businessweek bounced back after an unusually bad cover last issue to bless us with this ultra-creepy one. If you stare at this lady long enough you’ll have nightmares for at least a week, which — fittingly enough — is the same effect stepping into a Walmart can have.
In his over 20 years in the fashion business, Elle creative director Joe Zee has worked for such titles as Details and Allure and styled advertising campaigns for companies like Gap and DKNY. And, in our Media Beat interview, the Toronto native and star of Sundance Channel’s All On the Line with Joe Zee was very clear about how he got to the top.
One: he worked for people he could learn from, namely legendary fashion stylist and editor Polly Mellen. (“She taught me what it was like to have a passion for something.”)
And, two, he worked his butt off. “I won’t put stock in people who tell me they wanna work in fashion, because they wanna be glamorous. They wanna be famous. They wanna be well known,” he said. “If you wanna be those things, wrong business.”
As creative director for Elle, Joe Zee describes his as an “interesting, sort of nebulous title.”
“I work with all the visuals from cover to cover, so when you read the magazine, whether it’s the model, the celebrity, the styling, the fashion, the photography, all those things come into my play,” Zee explained in our Media Beat interview. “It’s really sort of helping to define a visual signature for the magazine.”
And @mrjoezee gets pummeled with questions daily from women trying to mimic the seemingly effortless style of their favorite celebs. The number one question he gets? No, not that white pants after Labor Day thing — seriously, are we still discussing that?
“I think the biggest question I get all the time is people want my job. How do I do what you do?” said Zee. “I love my job, and it definitely is glamorous after all these years. But there was a lot of years of no glamour to get to that point.”
In All on the Line with Joe Zee, Elle creative director Joe Zee helps struggling fashion designers save their businesses. And, although reality shows come a dime a dozen these days, Zee says the decision to step in front of the camera for Sundance Channel was not taken lightly.
“I loved the idea of being able to do this, but it was important to me that it be authentic. It was important to me that it be original, and that it would be genuine, and that I could actually come in there and help people,” Zee said in our Media Beat interview.
And he says that the many sides of his personality you see in the show are the real deal.
“The reality is we do what we do, because I am authentic in that position. I don’t do it because of the cameras. I don’t do it for any heightened drama. I do it because I really believe in it. If I’m mad at you, I’m really mad at you and, if I’m really excited about you, I’m really excited about you. And those moments exist with or without what’s going on. So, I think my reality TV experience is the fact that I can be myself.”
It’s tough to beat Vogue. That’s the case quite often when it comes to the fashion magazine world, and once again this year, Vogue has proven itself a worthy competitor. We reported on the September issue ad page numbers for most fashion titles yesterday, but now we have Vogue’s, and it’s a doozy.
WWD reports that Vogue’s September issue registers a whopping 658 ad pages, the most it has had since 2008. The next closest fashion mag was
Elle, with 400 pages InStyle, with 440 pages.
Like we said, it’s not easy beating Vogue. But maybe we just should’ve pointed out that Anna Wintour has no time for you fools.
For publishers of fashion magazines, the odd spending habits of readers in China is a great thing. The New York Times reports that advertisers in China are busily pouring funds into titles like Vogue and Elle, forcing the former to add extra issues and the latter to split its monthly issues in two because they’re too thick.
The ad dollars are rolling in thanks to some curious (to us) spending habits of readers. Vogue runs about $3.15 in China, a hefty amount considering the average individual earns just $733 a month in Beijing. Duncan Edwards, president and chief executive of Hearst Magazines International, added that it was common for Chinese woman earning only $15,000 per year to spend $2,000 on a purse.
Elle is relaunching Elle Accessories, which originally debuted in 2005, but went on a hiatus in 2008. The new version will come packaged with the October issue and be available on newsstands September 18 for $4.95.
The updated title will include content from elle.com and its various social media platforms. To coincide with the launch, Elle’s website will include a “shopable accessories database.”
“Accessories are fundamental to how Elle covers fashion,” said Robbie Myers, editor-in-chief of Elle. “Elle Accessories will bring our accessory-obsessed audience the latest trends, shopping, and news through the varied lenses of our editors.”
Sounds great, but why, exactly, is Elle relaunching the magazine? According to its research, Americans spent about $36 billion on accessories last year. That’s a hell of a lot of scrunchies.