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The January issue of Town & Country ushers in a new look for the magazine.

Town & Country

January issue of Town & Country.

Photo By Courtesy Photo

A LITTLE BIT SEXIER: The January issue of Town & Country ushers in a new look that begins on the cover, with interior designer Kelly Wearstler striking a sexy pose in a full-length shot with her long legs crossed. “There is more of an exuberance and robustness that you will see going forward,” said editor in chief Pamela Fiori. “We are still going after the woman in her 40s, but she acts younger and dresses in a youthful way.” Inside the magazine, Fiori plans on running more provocative travel pieces (the January issue has a story on Marrakech) and first-person accounts of navigating difficult times in personal and professional relationships. Fiori planned on making the changes earlier this year, but decided the timing wasn’t right given the recession and other factors. But whether it’s because of the disappearance of the conspicuous consumption Town & Country previously celebrated, or the implosion of magazine advertising, the title is now ready to evolve. “The magazine is evolving from old money and moving toward new money,” said Fiori. “These women are totally unafraid of change and what’s coming next. And she’s not just a White Anglo Saxon Protestant.”

Still, don’t expect to see Wal-Mart and Target in the magazine’s pages — it will remain focused on luxury, no matter what happens with the economy. “Our readers don’t want high-low,” she said. “They don’t want a knockoff; they will hold off and buy when they feel comfortable.” On the publishing end, vice president and publisher Jim Taylor said his job as a luxury marketer is to provide “permission” for shoppers to visit a store again and again. “If you specially invite these consumers to a retail haven, they’re much more comfortable spending the money they used to spend on their own,” said Taylor. “We are inviting our readers to special events, giving them exclusive access to such things as designers, fine wines, personal shoppers and private appointments and jewelry.”

According to Media Industry Newsletter, Town & Country, like many luxury titles, is down significantly for the year. Ad pages declined 45 percent, year-to-date, to 894. — Amy Wicks


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