Growing up is never easy, and millennials have turned the struggle into a slang word: "adulting," with dedicated memes that say things like, "I'm done adulting for the rest of the day," as well as, "Adulting is hard. I deserve wine."
Overhauling the status quo at a massive media company can be a daunting task. When that company has as deep a legacy as the 128-year-old Hearst does, that task gets even harder. Add in a slew of strong-willed editors overseeing 19 independent brands, and it's nearly impossible.
In an effort to promote its all-important September fashion issues, Hearst is taking its consumer marketing strategy to the streets—literally. This morning, the publisher is debuting the "MagMobile," a roving newsstand selling copies of Elle, Harper's Bazaar, Marie Claire, Cosmopolitan and Seventeen in and around New York City.
Programming execs, TV stars, magazine editors, producers and even a Knicks player came together this week to celebrate launches, premieres, awards and more.
For over a decade, Hearst has distinguished the publishers of its top-performing titles during the annual Tower Awards.
Pop quiz: What was the most watched TV event among women in 2014? It wasn’t the Academy Awards. Or the Grammys. Or the season finale of The Real Housewives of Beverly Hills. It was Super Bowl XLVIII, watched by an average of 44.9 million women. Overall, they make up 46 percent of all NFL fans, and an average 63 percent of women 12 and older identify as fans.
Summer might not even be halfway over, but magazine publishers are already focused on fall—or, to be more precise, their big September issues. This year, Hearst is expecting a record-breaking kickoff to the season, having just closed its biggest September ever in terms of print paging and revenue.
Elle didn’t have to look very far to find a replacement for longtime creative director Joe Zee, who is decamping for Yahoo later this month.
Over the past few years, beauty has remained a consistent high spot in the often-rocky landscape of women’s magazine advertising. This month, Hearst is taking full advantage of the category’s strength with its new “Beauty Unbound” initiative, the company’s first major cross-title content and advertising push.
Female empowerment was a major advertising theme in 2013, particularly in the area of self-esteem—led by Dove's "Real Beauty Sketches." But freed of client constraints, can ad agencies alone get women to love their bodies? Marie Claire Australia asked six shops to try—OgilvyOne, Publicis Mojo, M&C Saatchi Australia, Airborne, Whybin\TBWA and DDB Group Sydney. Each produced a print ad on the topic. You can see all of them here. OgilvyOne's entry, above, is probably the most striking and memorable. Several of the others are interesting, too, although as a whole, it goes to show how the topic is a tough one to tackle in a single print ad. See the text from the OgilvyOne ad below.