• Advertising Age, Monday, August 4, 2008 10:45 AM

Wired publisher Chris Mitchell, who had been publisher of Details since 2004, is trying to sell fashion and luxury marketers on his geeky publication. The editors don't have to do anything differently, but the sales team needs to rearticulate the Wired mission, Mitchell says. "On my first week, I was saying to people, more iPhone."

Wired households actually have higher median incomes than Esquire, GQ, Vogue or Harper's Bazaar homes, per Mediamark. Luxe ads could work for Wired, says Eric Blankfein, executive at Horizon Media. "If the consumer's profile is consistent with brand categories, then those advertisers will find like-minded prospects. Remember when it was unheard of to advertise automobiles in women's magazines?"

Currently, about half of Wired's ad pages--up 1% in the first half of 2008, says PIB--come from software, hardware, business-to-business and financial advertising.

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