Harper's Bazaar Promoting New Web Site
Harper's Bazaar magazine launched a new Web site and started itsfirsttelevision ad campaign since 1992.
Harper's Bazaar magazine launched a new Web site and started itsfirsttelevision ad campaign since 1992.
Harper’s Bazaar magazine launched a new Web site and started its first television ad campaign since 1992.
The Web site, named after a Harper’s feature on beauty and fashion trends, is largely advertiser-driven.
It includes a reader questionnaire, opportunities to chat with advertisers like Donna Karan and “Via Bazaar,” which has special sections on two advertisers–Anne Klein II and Federated Department Stores–and a list of most advertisers in the March issue and their retailers.
Both the Web and TV campaign, budgeted at $1 million, were timed to begin with publication of the magazine’s March fashion issue, second in size only to its September issue.
Through March 15, Harper’s Bazaar is running eight different 15-second TV spots featuring eight different advertisers: Anne Klein II, Burberrys, De Beers, Elizabeth Arden, Guess, Mercury Cougar, St. John, and Tag Heuer.
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