Around the Net

'Elle,' Not Camera Shy, Embraces Reality TV

Elle, perhaps more than any other magazine, has embraced television as a way to enhance its brand and broaden its audience. In 2004, the magazine's fashion director at the time, Nina Garcia, appeared on the first season of Bravo's "Project Runway" before anyone knew it would be a success.

A job at the magazine was the top prize on the CW reality show "Stylista," which ran in 2008 for just one season. Later that year, cameras from "The City" were invited into Elle's offices on the 44th floor of Paramount Plaza in Midtown. They have remained there pretty much ever since. The publicity has been a boon: Elle says that its audience in print is up 35% among women ages 18 to 24. Though print circulation in May was relatively flat compared with the same month a year ago at about 1.1 million issues, the magazine's overall audience, including traffic to its Web site, has grown.

advertisement

advertisement

Read the whole story at The New York Times »

Next story loading loading..