Stranger Than Fiction... Fashion Overload... So That's Why He Did It

In Style is jumping into its partnership with "Gossip Girl" with two pedicured feet.

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ALWAYS FEED THEM FIRST: The dramatic gesture among magazine publishers has lately seemed in decline - along with revenues, perhaps - but Glamour's Bill Wackermann brought it back earlier this week by sending a handful of advertisers, for its Web video project, a fried chicken and strudel meal prepared by Wallsé's Kurt Gutenbrunner. A tuxedoed waiter delivered the "TV dinners' to Estée Lauder, Burberry and Revlon, which are the New York-based sponsors for the new (Dockers, in San Francisco, got a catered lunch). The Web-based channel will launch with three shows: a makeover show featuring the actress Debi Mazar, an interview-style show on Hollywood Moms, and an entertainment show with Giuliana Rancic and Molly Simms.

As always, the philosophy is spending a little money to make money. Faced with an industrywide ad-page slump - Glamour's pages are down 10.2 percent through September - everyone is hunting for brand-extending ways to make up for lost revenue. Web sites that magazines consider up to snuff with their brands require massive investments and making money on them is often an elusive goal.


Publishers are giving it a shot by pushing the boundaries:, like before it, is driven by the business side, which conveniently frees the editorial side from having to get its hands dirty by directly hawking products themselves. According to the magazine, "Glamour will create programming inspired by sponsors' brands similar to the way TV shows were produced in the 1950's: the content itself will feature brand, product and spokesperson integration, plus click-to-buy links to advertisers' Web sites."

- I.C.


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