Monday, August 08, 2016

FASHION magazine sells cover exposure to fashion retailer Joe Fresh

FASHION magazine (St. Joseph Media) is collaborating closely with major fashion retailer Joe Fresh with a September 2016 8-page gatefold cover featuring supermodel Karlie Kloss. The magazine says this is the first of its kind branded integration spanning both print and digital platforms. 
 “This is partnership at its best and it really raises the bar for collaborations in the future. Joe Fresh challenged us to do something bold, first to market and groundbreaking — and we responded with a beautiful multi-platform editorial integration that is on-brand for FASHION, and designed to engage consumers.”said Jacqueline Loch, VP & Group Publisher St. Joseph Media, Women’s Brands.
The issue has a prominent coverline mentioning Joe Fresh also contains second cover with model Kloss. Inside the magazine is  a five-page article showcasing the model wearing items from the Joe Fresh fall collection. A special 5,000 copy print overrun of the cover gatefold will be available at Joe Fresh’s flagship store on Queen Street West  in Toronto. The magazine is on newsstands Aug 15.

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4 Comments:

Blogger Michael Totzke said...

Terrible.

12:33 pm  
Anonymous Bill Shields said...

"Joe Fresh challenged us to do something bold, first to market and groundbreaking — and we responded with a beautiful multi-platform editorial integration that is on-brand for FASHION, and designed to engage consumers,” said Jacqueline Loch, VP & Group Publisher St. Joseph Media, Women’s Brands.
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Don't dislocate your shoulder there, Jackie, with your congratulatory self-backslaps. Have we reached the point where it's acceptable to brag about selling editorial space, and on the cover no less? Evidently.

But then, it's just Fashion mag...not exactly something serious with presumed integrity. Fashion, under the editorship of Suzanne Boyd in the early 2000s, plugged a Mazda on the cover with the Mazda hood logo appearing between the model's spread legs. This latest sell-out is of a piece.

— Bill Shields

11:38 pm  
Anonymous Anonymous said...

That was Flare mag. But yes, completely agree with you.

5:47 pm  
Anonymous Anonymous said...

Agreed it's obscene. (Noreen: really??)

But Bill, I think you should check your facts. Suzanne was never with FASHION as far as I know.

6:20 pm  

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