Harper’s Bazaar magazine launched a new Web site and started its
television ad campaign since 1992.
The Web site, named after a
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
Through March 15, Harper’s Bazaar is running eight different
spots featuring eight different advertisers: Anne Klein II, Burberrys, De
Beers, Elizabeth Arden, Guess, Mercury Cougar, St. John, and Tag Heuer.