WORKING BEAUTY: Beauty coverage and advertising may not be the first things that come to mind at the mention of Working Mother magazine, but like so many publishers looking to attract the still print-faithful beauty industry's pages, Joan Sheridan would like to change that. By hiring Beth Brandes Roth from CosmoGirl to be the magazine's first beauty and fashion director for advertising sales, Sheridan said, "we are making a real focused effort on the beauty and fashion community to tell them the story of the information needs of our readers, and how they can reach them."
After Drugs & Remedies, the Publisher's Information Bureau puts Toiletries and Cosmetics second on its list of biggest advertising categories, and though that category's pages purchased last year in all magazines were flat, reported revenue was up 8.7 percent. Working Mother gets some beauty advertising already, from brands like Olay and Suave, Sheridan said, and its "You" section covers fashion and beauty.
"Today, women want to know what all their options are....Definitely, a woman with a career has the spending power to buy luxury products." She cited long-lasting lipsticks as a sign the beauty industry was paying attention to women who, in her words, drop their kids off to school and go straight to work. — I.C.