Wall Street Crisis Book Deals, Already... A Jingle for Men's Vogue...

THE MOTTO MAKETH THE MAN: Jay Fielden is spelling it out for those who are still unclear about what Men’s Vogue brings to the table that is distinct from other men’s lifestyle titles. The magazine will introduce a new tagline — “Style is how you live” — with the November issue, the first mission statement set forth by the Condé Nast title. “Men like a good motto, and I’m one of them,” said Fielden. “We’re raising our rate base to 400,000 in January, which is a lot of readers, but I still feel that there are a number of people out there that haven’t discovered the mag. One thing people remember when meeting someone new is a clever line of introduction. I think this one will win us a bunch of new friends.” And perhaps, advertisers.

The tagline reflects the magazine’s coverage of expensive toys, vacations and the people who partake, but Fielden said style doesn’t equate to expensive. To help readers consume luxury goods smarter, the magazine will introduce the “MV Scorecard” — think a cross between “Consumer Reports and the Michelin Guide,” the editor in chief said. The magazine will provide a subjective ranking of top products ranging from wine, accessories, clothing, and sporting goods to technology and motoring, according to a standard set forth by Men’s Vogue editors and experts in the field. The magazine will give its seal of approval to one product of the categories judged. November’s first installment includes a ranking of watches, diesel cars and an analysis of TV’s political pundits. Fielden writes in his editor’s letter to readers: “As the earthquake on Wall Street sends out its aftershocks, this new monthly feature will offer, we hope, a bit of stable ground, advising you on what’s worth your time and increasingly indisposable income.” Read: Keep spending money, just spend it smarter. Another new motto? — S.D.S.