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A STIMULUS FOR BOTH: As retailers continue to try to find creative ways to get customers back in stores — and magazines search for ideas to jump-start advertising — Glamour is in the early stages of providing a little retail therapy to readers in its October issue with the title’s own version of an economic stimulus package. The plan will be unveiled to luxury advertisers on May 14 at a breakfast at Bergdorf Goodman. “We are going to provide a nationwide shopping program,” said Bill Wackermann, senior vice president and publishing director. “Women will buy if you give them a reason to shop. So we are going to galvanize our 12 million readers to shop by providing them with unique incentives, such as exclusive access to certain retailers.” So far, plans include printing gift certificates in select issues, while another promotion will invite readers to shop at a certain store, where one person will randomly be handed valuable gift certificates.
Editor in chief Cindi Leive said that from an editorial standpoint, the issue will have a section on “the new way to shop.” “We are going to have a new, healthy shopping manifesto,” said Leive. “We are in a cultural reset moment, where we are all learning new habits. So we are going to provide a new set of very basic principles, informed by a poll from glamour.com.” Leive said she wants to eliminate the “fear factor” from shopping and on that note, glamour.com has just relaunched its shopping channel, which provides fashion and beauty products, in a range of prices. “They say that you should eat healthfully and mindfully — well, that approach should now be taken with shopping. We are showing readers that there is value at every price point,” said Leive.
— Amy Wicks