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.
