The Post Without Liz Smith... Lane Crawford's Blogger...

The New York Post’s Liz Smith will no longer have a column running in the daily paper by the end of the week.


NOT IN THE CARDS: After a three-year run, Hallmark Magazine is closing. Thirty employees from the New York and Kansas City offices will be let go, and the magazine’s Web site will also close. The February-March issue, its last, was up 53 percent in paging and 37 percent in revenue, compared with the same 2008 issue. The final issue also represented a rate base increase to 800,000, a 100 percent increase since the title’s launch in fall 2006. Despite the good numbers, chief executive Donald J. Hall Jr. said the company considered the current business and trends facing the magazine industry. “Despite favorable consumer acceptance of the publication, we cannot justify continued investment in the magazine at a time when we must focus our efforts and resources only on those projects that will lead to long-term profitable revenue growth for the company,” he said. — Amy Wicks

KRISPY GLEAMS: Alain Nemarq, the chief executive of Place Vendôme jeweler Mauboussin, is known for his unconventional approach to marketing: namely billboards across the Paris subway system featuring the brand’s baubles with their price tags. But Nemarq’s latest buzz-building endeavor takes the biscuit — or make that the doughnut. This Saturday, Mauboussin will serve up trays of doughnuts in 13 of its stores across France, some stuffed with lucky charms that can be claimed for a crisp $100 bill. The event was unveiled in a double-page center spread in the French Sunday paper, Le Journal du Dimanche, set against the backdrop of a billowing American flag and headed with the Barack Obama campaign catchphrase: ‘Yes We Can!’ “It’s merely a message of hope and optimism; the idea is that — even during a crisis — we can have fun,” said Nemarq, who confirmed he has plenty more oddball initiatives up his sleeve. They seem to work. Since initiating his campaigns in 2004, sales for the brand have doubled at average exchange for the period, Nemarq confirmed, representing 31 million euros in 2008, or $45 million. “The only part of the market that is successful is the accessible part,” he said, adding that in January and February Mauboussin’s business grew by 20 percent. Some 80-85 percent of business is generated by accessible jewelry, priced below 2,000 euros, he said, or around $2,500 at current exchange. Of course, while Maubossin is running doughnut ads in France, in the U.S., it’s taking a different tack: a double-page ad in The New York Post on Tuesday invited shoppers in to celebrate Mardi Gras with a beignet — and offered discounts of 10 to 25 percent, with 5 percent of the proceeds going to the New Orleans Preservation Resource Center. — Katya Foreman

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