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ANNIVERSARIES AND BEDBUGS: Magazines love a good anniversary issue — think of all those extra ad dollars! — and more than a few have arbitrarily published one to generate business. But this isn’t the case with Elle, which is legitimately marking 25 years of its U.S. edition in October. As the magazine looks back at a quarter century, the month also marks a new beginning on the iPad. “The app is much more than just a rendered version,” said editor in chief Robbie Myers. The October issue will be free on the iPad for subscribers, and subsequent issues will cost $2.99 and contain all the bells and whistles found on similar applications, such as behind-the-scenes interviews and video from photo shoots.
Lauren Conrad, Amanda Seyfried, Gabourey Sidibe and Megan Fox were shot for four separate newsstand and subscription covers and inside, there is a lengthy portfolio featuring 25-year-olds, such as Anna Kendrick, Lea Michele and Meghan McCain. Also coming in October: a new book, “the Ellements of Personal Style,” and a party to celebrate it all at the Museum of Modern Art. As for the numbers that really matter: The entire effort has resulted in a 46 percent increase in ad pages, following an 18 percent rise in paging in September, to 382.
But even as Elle marks its 25th, rumors continue to proliferate the magazine’s offices are suffering from yet another attack of New York City’s latest plague — bedbugs — and had to be evacuated again. Not true, a spokeswoman said. So it appears safe to sit next to Anne Slowey and Joe Zee in the front row of the shows — but if they show up with beagles, be wary.
— Amy Wicks