US: WaPo hopes fashion glossy spurs increased ad revenue
Posted by Liam Berkowitz on June 24, 2008 at 1:12 PM
The Washington Post will release Fashion Washington this fall, AdAge.com reports. Publisher Katharine Weymouth hopes the fashion glossy can combat dropping ad revenue by targeting luxury-ad spenders.
"There's a huge market for that and there's a lot of our readers that I think would love it," Weymouth said. "It's just never been our forte."
Weymouth says the Post is actively pursuing new sources of advertising revenue, but maintains the paper is not desperate. According to Weymouth, the Post has turned down potentially lucrative advertising campaigns - like front-page and post-it note ads - for fear they would compromise the paper's integrity.
"We're not ready to do that," she said.
Click here to read AdAge.com's feature article on Katharine Weymouth.
Note: The Wall Street Journal plans to launch a fashion glossy (Pursuits) this fall as well.
Source: AdAge.com, New York Times
"There's a huge market for that and there's a lot of our readers that I think would love it," Weymouth said. "It's just never been our forte."
Weymouth says the Post is actively pursuing new sources of advertising revenue, but maintains the paper is not desperate. According to Weymouth, the Post has turned down potentially lucrative advertising campaigns - like front-page and post-it note ads - for fear they would compromise the paper's integrity.
"We're not ready to do that," she said.
Click here to read AdAge.com's feature article on Katharine Weymouth.
Note: The Wall Street Journal plans to launch a fashion glossy (Pursuits) this fall as well.
Source: AdAge.com, New York Times
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