• WWD, Wednesday, July 6, 2011 1 PM

With just a few weeks to go before fashion mags close their all-important September issues, media buyers are playing a game of chicken with a wait-and-see attitude, writes Amy Wicks in Women's Wear Daily.

  Brands, increasingly becoming their own content generators, want the print pubs to ramp up their mobile, social networking and e-commerce elements.  Meanwhile, publishers are obsessed with their new iPad apps.

  Wicks speaks with MediaVest buyer Robin Steinberg, Condé Nast chief marketing officer Lou Cona, Elle's new publisher Kevin O'Malley, and publisher Nina Lawrence of WWD's sister publication W.

Read the whole story at WWD »