Mag Bag: 'Elle Décor,' Calvin Klein Get Dream House


Elle Décor, Calvin Klein Get Dream House

Elle Décor is teaming up with Calvin Klein and a high-end residential development, the SoHo Mews, to create a dream home version of a SoHo townhouse. Called the "Calvin Klein Home Townhouse at SoHo Mews," the model home located at 21 Wooster St. will be the site of several events, beginning with a launch party Oct. 28. The integrated-marketing deal was organized by Elle Décor's sales and marketing department.

The townhouse--one of five designed for the Soho Mews by Gwathmey Siegel & Associates Architects--highlights two of Calvin Klein Home's new furniture lines. Both are set to arrive in stores in January. Calvin Klein is supporting the furniture launch with an eight-page insert in the magazine's January-February issue; a special four-minute video about the making of the model townhouse will appear on PointClickHome in mid-November. There will also be a special advertorial feature in Elle Décor's March issue.



Almost alone among the big shelter titles, Elle Décor has weathered the steep downturn in the housing market followed by the economy in general without sustaining serious injury, in terms of ad pages. In the first nine months of 2008, its ad pages are basically flat with a negligible 0.2% decline to 810, according to the Publishers Information Bureau. Also faring well is Metropolitan Home, another Hachette title, which has seen ad pages remain stable since last year at 692.5. By contrast, Hachette announced it was closing their sister publication Home in August.

Sports Illustrated Kids Goes 3-D

Sports Illustrated Kids is deploying 3-D imagery in advertising and editorial content in an effort to spur readership and ad sales, according to Mediaweek. The Time Inc. kid's spinoff will include 3-D images in about half the advertising in its November preview issue, which went on sale this week. The issue will also promote a new book from SI Kids called "In Your Face 3-D," featuring photos by SI photographer David Klutho.

Real Simple Sells Ads on TV Show

Beyond simply helping to produce a show bearing its brand, Real Simple teamed up with TLC on all aspects of the new series, called "Real Simple, Real Life"--including ad sales, according to Ad Age. Reps from both the magazine and the cable network participated in all the ad sales calls for the weekly hour-long show. The partners told advertisers they were only making deals that covered all the different platforms, including ad pages, commercial time, product placement and digital ads. The magazine added a special editorial section devoted to the show, and the partners also cooperated to create the mobile site for the show. Big advertisers that signed up for the integrated deal include Kraft.

Fortune and Partner for Content

Fortune and are joining forces in a strategic content partnership. The financial media mavens are launching, an online publication containing financial commentary. The breakingviews brand will also appear in every issue of Fortune beginning Oct. 27. Selected opinion pieces also run online at Fortune and Videos from the editorial team will also air online at the Fortune and sites.

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