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30 DAYS IN NINE MONTHS: Hearst Magazines’ 30 Days of Fashion will be smaller than in years past. For one, the four-year-old program deal will only have one sponsor, the Italian Trade Commission, rather than several American-based corporations; past participants have included MasterCard, Chevrolet and General Motors. And the program will only include four major Hearst titles and Harper’s Bazaar spin-off Runway Report, as opposed to eight core magazines in the past. But the event will run much longer than a month’s time, with shopping events, online offerings and special content continuing through next spring.
“What the ITC is doing with us is enormous,” said Harper’s Bazaar vice president and publisher Valerie Salembier, who is spearheading this year’s event. “It’s all about driving consumers into stores. This is the Italian government’s understanding that the retail market in the U.S. is challenged. They wanted to show these companies that sell in the United States enormous support in a challenging retail year.”
Hearst will kick off the program Tuesday. The company then will unveil the 30 Days of Fashion Web site, also known as lifeinistyle.com, that will include information on Italian fashion manufacturing regions, click-throughs to featured brands and giveaways. Runway Report, which drops on newsstands Sept. 28, will include a 16-page photo portfolio tied to the program. Similar portfolios covering men’s and women’s apparel and jewelry will run in the November issue of Town & Country, the January issues of Harper’s Bazaar and Esquire and the February issue of Marie Claire. On Oct. 14, Hearst will host an event for executives and VIPs at the Hearst Tower.
Hearst and the ITC also will bring 55 specialty retailers to Italy for several trade events over the next several months, with each magazine hosting eight to 10 retailers apiece. And in the spring, 30 Days will launch a two-week retail promotion for consumers at 150 U.S. specialty stores.
The 30 Days marketing program also includes 30 Days of Beauty and 30 Days of Home events across several Hearst titles. In October, 30 Days of Beauty will launch, with sponsors Coty fragrances and John Paul Mitchell. Ads and a special insert will launch across Cosmopolitan; Good Housekeeping; Harper’s Bazaar; O, The Oprah Magazine; Redbook, and Seventeen. Its shelter-themed program, 30 Days of Home, will launch in the first quarter of 2010.
— Stephanie D. Smith