Showing how much clout advertisers now have with glossy magazines, the July issue of Bazaar devotes the cover and 40 of its editorial pages to the famous faces in the ad campaign for Estée Lauder's Sensuous perfume.
The celebrities, including Gwyneth Paltrow and Elizabeth Hurley, star in Sensuous ads, but the issue carries none of those ads, planning to run them in future issues. For now, the magazine's Web site offers a promotional video that Lauder plans to show at its cosmetics counters.
Insiders say other advertisers are likely to use the Estée Lauder example to push other magazines for similar editorial exposure. "In the current economy, I think advertisers have more muscle," says Kim-Van Dang, former magazine beauty editor.