The Pursuits section clearly houses the majority of ads in this category, while the remaining two sections of the Weekend Journal could use a little help, at least in last weekend's paper. Omega stood out as the sole advertiser in the front section and Key Private Bank represented the only ad in the Money & Investing section.
Meanwhile, the Weekend Edition has added more special ad sections. By yearend, it will run 36 multisponsored sections, such as "perspectives on managing risk." The second quarter also brought three new advertisers to the Weekend Edition — U.S. Virgin Islands Tourism, Norwegian Cruise Line and Bridgestone Tire.
But at least one strategy for the Journal is paying off for the Weekend Edition: accepting ads on its front page. A spokesman said the edition's "biggest success story" is the Swatch Group, which has committed to run a front page ad every week.
To raise its profile in the fashion category, the Journal has begun to do a number of small and large events, said the spokesman. An example was the party held during the last Milan Fashion Week, cosponsored by Saks Fifth Avenue. New 2007 fashion advertisers to the Journal include Tom Ford, Thomas Pink, Tumi, Ghurka, Michael C. Fina, Zenith Watches, Carl Bucherer, Cole Haan, de Grisogono, Diamonds in the Rough and Turnbull & Asser. — Amy Wicks
STILL ALL IN THE FAMILY: Carolina Herrera is keeping her ad campaign a family affair for fall. The designer's daughter, Carolina Herrera, is repeating her role as model, after appearing in last spring's ads. The campaign, which will make its debut in the September issues of Elle, Vogue, Town & Country and Harper's Bazaar, was inspired by Charlotte Rampling, who was photographed by Helmut Newton for French Vogue in 1977. In one of the ads, Mario Sorrenti photographed Herrera wearing a fox cashmere scarf, similar to an old Rampling photo that captured the actress posing on a black leather couch, wearing heels and draped in fur. — A.W.