Lady LUX

The publishing industry is forever evolving, and 2012 will likely be no exception. WWD has forecasted some major changes. Here’s a peek at what’s in store.

New Look

In response to recent poor sales, which fell 17 percent during October, Glamour has decided to completely rework its look. To be unveiled in March, the new publication will feature new sections and contributors. Sources report the updated version will be a hipper, more pop culture-rooted publication. To get it absolutely perfect, assist design director Geraldine Hessler is enlisting the help of a design company headed by Michael Angelo, the previous art director of Nylon, and Triboro Design, operated by the husband and wife David Heasty and Stefanie Weigler.

Harper’s Bazaar is undergoing a major renovation in time for its March issue. The new style will be thick: The magazine intends to substantially up its page count. The magazine has brought on board Robin Derrick of Spring Studios to fashion the upcoming version, and Derrick, former creative director of British Vogue, will collaborate with Stephen Gan, Bazaar’s creative director. Rumors are the overhaul will be so extensive the pub will be unrecognizable.

Wired Magazine is ahead of the pack, having already crafted its new style. According to an editor’s letter, the changes include “easy-to-scan geometry and forceful use of bold type and letterforms.” Creative director Brandon Kavulla, a self-professed “type junkie,” reports “rather than simply changing the section logo or the bar at the top of the page, I wanted to force the whole page to change.”

Bridges is gearing up for a redone look by Editor-in-Chief Anne Fulenwider, who joined the team in September, replacing veteran editor Millie Martini Bratten.

Vanity Fair is shaking up its art department with some new hires, which could mean a redesign is on its way. In December, editor Graydon Carter tapped T, The New York Times Style Magazine’s senior photo editor Judith Puckett-Rinella for photo director, and in September, Chris Dixon succeeded the established creative director David Harris.

Redone Launch

More and more, magazines are ditching the idea of actresses on the cover and increasingly gravitating toward reality stars, as has Glamour, Cosmopolitan and W. For example, new pub Reality Weekly, produced by American Media Inc., features Kim Kardashian on its cover. After hitting the newsstands end of December with a hefty 500,000 copies, the new magazine intends to confidently release another 500,000 in six weeks. David Pecker, AMI’s CEO, predicts the magazines will fly off the stands, in part due to its lowly cost of $1.79.

New Head

Time Inc. has switched its leadership, hiring Laura Lang, previous director of digital marketing firm Digitas, to be its CEO – despite her complete lack of publishing experience. The publishing world is anxious awaiting her new moves, with her strategy as yet undetermined. By tapping Lang, the publication has demonstrated an interest in increasing its ability to serve marketers.

Latest Trend

Magazines are increasingly branching out into e-commerce efforts, with InStyle, Elle, Vogue, Esquire and GQ all jumping into the fray and many other publications planning to follow suit. In line with this trend, Women’s Health partnered with Gilt Groupe to release an exclusive sale, and Hearst has an e-commerce site in the pipeline that will be based on women’s fashion.

Hot Devices

Magazine directors are optimistically waiting to see the impact of growing tablet sales on the future of magazine publishing.

“There’s going to be this fantastic trade war between Barnes & Noble and Amazon and Apple that’s going to be an enormous benefit for the magazine industry,” Hearst president David Carey said to WWD. “Right now, we have 25 million print subscriptions in our company. And that complexion could change. Maybe one day it will be 22 million in print and 6 or 7 million tablet.”

Condé Nast president Bob Sauerberg has declared the firm will rake in $15 million from tablet subscriptions and advertising for 2011.

New Year’s Resolutions

Cosmopolitan’s Editor-in-Chief Kate White is on a warpath to secure Rachel McAdams for a cover. The actress has expressed no interest, but White is undeterred, laughing that she will get McAdams “even if I have to give her my first-born son.” Her other goals for 2012 include garnering 200,000 online subscribers, another e-book bestseller and reaching 10 million unique hits on the magazine’s website.

Joanna Coles, editor-in-chief of Marie Claire, wants to be more of a techie, aiming to master coding HTML. On a lighter note, the editor intends to improve her martini-making skills (she has a habit of overshaking them).

Brandon Holley of Lucky is keeping it pretty simple: to watch more Bruce Lee films. “I’m newly and unexpectedly obsessed” Holley said.

Women’s Health’s Michele Promaulayko has plans to become skilled at meditation, having employed a meditation coach. “I’m determined not to fail,” she declared.

Ann Shoket of Seventeen has a practice to select a word every year to be her mantra. For 2012, she has landed on “brave.” “Being timid never gets you anything,” she explained.

David Zinczenko from Men’s Health has a new philosophy. “I resolve to stick to basic, sound judgments. After all, the easiest way to win is to stop making yourself lose,” he said.

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