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Ed would like winter to be over already.
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Springtime, please?

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News
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1. WWD Memo Pad: REALITY TRULY SETS IN By Amy Wicks 2/17/09 http://www.wwd.com/media-news/fashion-memopad/memo-pad-hathaway

Joanna Coles, editor in chief of Marie Claire, may be a familiar face to the fashion world, but she?ll soon be judged by a whole different collective set when the magazine?s reality show, ?Running in Heels,? premieres on The Style Network on March 1. Fashion director Nina Garcia became a household name with ?Project Runway,? and she?ll appear in ?Running in Heels,? even as she?s continued to film for the much-delayed new season of ?Project Runway.? In that show, Garcia will be joined by 20 Marie Claire staffers for the final runway show on Friday, as sources now say that, contrary to rumors ? and after much legal action ? the new season will air later this year.

As for ?Running in Heels,? Coles and Garcia ? along with staffers including executive editor Lucy Kaylin, senior fashion editor Zanna Roberts and senior shopping editor Zoe Glassner ? were followed for nearly five months by four camera crews. ?I did get used to the cameras very quickly,? said Coles. ?We tried to make it as realistic as possible.?

But it is a show, and she admitted some scenes were reshot if the camera didn?t pick something up the first time around. And Coles now gets to watch the rest of her staff on camera and hear their personal conversations. ?I found out that there are a few divas here,? she admitted surprisingly ? mainly because what would a fashion magazine be without a few divas?

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2. New York Post Dearly Missed By Paula Froelich 2/17/09 http://www.nypost.com/seven/02172009/gossip/pagesix

The ads might not have been there, but the readers were. Barely a month after Cond? Nast folded Domino magazine, more than seven fan sites of the chic home-design magazine have sprung up, including a Facebook bereavement page. Many fans wonder why Si Newhouse shuttered Domino, which despite seeing ad sales decline had rising newsstand and subscription numbers.

We doubt that if Newhouse pulled the plug on one of his other foundering books - like, say, Portfolio - such an outpouring of grief would occur.

3. Min Online Advertising (Q1 2009)?Depressing and Depression By Staff 2/17/09 http://www.minonline.com/mb_topstory2.htm

We believe, as 1987-1999 Magazine Publishers of America president Don Kummerfeld told us during the 1990-1992 "media recession," that "everything is cyclical," but never have there been advertising performances so weak that just 13 out of the 160 monthlies are up through the first quarter. The much-ballyhooed switch to the Internet and other "new media" is a small factor; the much larger one is the unforgiving economy. While publishers are not getting bailouts (they are more deserving than the bankers), they, like everybody, hopefully will benefit from the "stimulants" from Washington.

The question is...When? Here's the quarterly timeline: (see the complete March chart of monthly ad pages)

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4. Huffington Post The Atlantic March 2009 Issue Gets Four Covers By Danny Shea 2/16/09 http://www.huffingtonpost.com/2009/02/16/emthe

The Atlantic is no stranger to experimentation of late: it recently unveiled a major redesign, of both its magazine and its website, and in the fall it rolled out a clever out-of-home marketing campaign to attract new readers. With its March 2009 issue, the magazine that invites readers to "Think Again" has re-thought the notion of the cover, and has published four distinct versions of its cover, tailored to specific metro areas (and their newsstands).

The issue, which hits newsstands this week, features a cover story by urban studies Richard Florida, best known for his work about the "creative class." The story is titled, "How the Crash Will Reshape America," and while it points to declines in the suburbs and the Sun Belt, it also reports good news about certain metro areas.

The Atlantic is targeting these metro areas with separate covers specifically tailored to their newsstands ? proclaiming, "New York Wins," "Chicago Wins," "San Francisco Wins" and "Toronto Wins." The Chicago, San Francisco, and Toronto covers will run in those markets, while the rest of the country (and New York) will carry the "New York Wins" cover.

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5. Advertising Age Topic A in Rapidly Shrinking Medialand: What's Your Plan B? By Simon Dumenco 2/16/09 http://adage.com/mediaworks/article?article_id=134594

A famous newspaper columnist calls me to seek deep background about a company I used to work for, but instead we mostly end up talking about how much we're worrying about our newly unemployed media-world friends. Over coffee, an influential blogger tells me he's relieved his paycheck still clears, and then speaks of a depressed former colleague who, laid off and unable to find work, moved back in with his mother. An agency executive tells me of the "morgue-like" atmosphere in his newly downsized division.

A former editor of mine, unceremoniously released from his gilded cage at Cond? Nast, calls to tell me he's thinking of abandoning his two-decade career in magazines altogether, since there are simply no jobs to be found. Another famous newspaper columnist tells me that Topic A in his newsroom is, "What's your Plan B?" It's all very "Groundhog Day": the same conversation over and over and over again.

Meanwhile, the story that dominated the top spot in the "Most-Read" list last week at AdAge.com: "Ad Industry Cut Another 18,700 Jobs in December."

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6. Mediaweek StyleWatch's Electro-Shop Therapy By Lucia Moses 2/15/09 http://www.mediaweek.com/mw/content_display/news/magazines-newspapers

Question: Now that consumerism has gone the way of the company 401(k) match, do magazines about shopping still have any relevance? Time Inc.?s People StyleWatch thinks they do, especially for its target: women in their 20s. The title has expanded an editorial feature that allows readers to send text messages to get more information on and buy products displayed in the magazine?s editorial pages. With the new application, the title hopes to glean information about readers? likes and dislikes, while assuring advertisers that, yes, people are still shopping.

StyleWatch, a 10-times-a-year spinoff of People that shows readers how to mimic celebrities? styles, will apply the text-message feature to 93 items in its March issue. Next to each featured item will be a code that readers can text to get links to a retailer?s or manufacturer?s site.

The arrangement might seem to cross the line between advertising and editorial, but editor Susan Kaufman said all the designated items?from a $25 Old Navy sweater to a $438 Marc Jacobs handbag?are picked by her and her staff. However, she added, the magazine is exploring ways advertisers can get involved?for example, by sponsoring links to more information on a given topic, as long as the sponsor and editorial topics don?t overlap.

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7. Folio: Understanding the Magazine Industry's Darkest Hour By Tony Silber 2/13/09 http://www.foliomag.com/2009/understanding-magazine-

This comment on a blog post I wrote yesterday got me thinking about how people all over the industry are struggling to understand the unprecedented environment of today, which combines the fast-changing media structure combined with a remarkably difficult recession: Driving revenue while trying to re-invent a business model is a difficult thing to do, it's like changing the tires on a moving truck. I've lived through the economic downturns of early 1990s and 2000s, and right now, this one seems much worse.

Adding to the challenge is the fact that we're in an economy-wide crisis of confidence, where no one wants to spend money. Consumers who cancel frivolities like Netflix and gym memberships hold off on new cars and worry about putting kids through college. Businesses that scale back investment and hiring. Local governments that reduce their police overtime budgets and schools that make kids pay to participate in sports and other activities. And most relevant to us, advertisers who used to buy magazine ads Web banners, show sponsorships and newsletter insertions.

The smart ones still advertise, they still go big, but this year, right now, even a lot of these marketers are lying low.

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Whisper Jobs
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Ed hears ...

Ed Ad

Mar 1 - ROOM FOR RENT - WASHER, DRYER, BACKYARD, and more! We're two 20-something girls looking for a third roommate. We have a nice bedroom in a great apartment starting March 1 through the end of July (5-month sublet). At the end of the 5 months, you're welcome to stay and join the lease. The bedroom is small and has a good-sized closet and window looking out to the backyard, which we share with one other apartment in our building. There are two other bedrooms in the apt but we have two floors, so it feels nice and roomy. The room is unfurnished but we have everything else (TV, microwave, dishes, etc). We also have wireless and cable. The location is awesome - our street is super-quiet but there's lots to do on Aves B and C. Email with any questions/to set up a time to see it. Thanks! caroline.kinneberg@gmail.com.

JOBS

... that BettyConfidential.com is looking for a responsible, detail-oriented editorial assistant. Duties include creating daily slideshows that highlight the site's top stories, as well as conceiving and creating feature slideshows on various topics, but particularly celebrity and style; assisting editors with photo research and uploading images and copy in our CMS; writing copy to accompany slideshows, as well as other pieces as assigned. --This is a 20-hour-week, work-at-home position. Rate is $10 an hour. Must be available to post content from 7 a.m. to 8 a.m. EST. --Skills: proficient in Photoshop (Flash a +); basic understanding of html and web design; familiarity with Web publishing tools (content management systems, blog software, etc.), and experience working in a fast-paced environment. Send an email telling us why you're right for this position (attach resume) to: carolyn.noyes@bettyconfidential.com. (OK to mention Ed)

For even more jobs, go to http://www.ed2010.com/jobs/whisperjobs or click here.

INTERNSHIPS

... that CITY is a multi-award winning publication, garnering these awards from it innovative and exciting photography. As Photo Intern you will report directly to the Photo Editor. You must be highly detail orientated, positive and organized. No photographic experience is necessary, but an interest appreciated. Duties will include researching stock photography, assisting with design, food and fashion credits and captions, and organizing incoming photographic materials. Please email quinn@city-magazine.com, with your resume attached (not in the message) as either a PDF or a Word file, stating in the message body cover letter your availability and particular interests. You will then be contacted by CITY if your application chosen. (OK to mention Ed)

For even more internships, go to http://www.ed2010.com/ed-campus/internships/list or click here.

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About Ed: Ed2010 ("ed twenty-ten") is a purely volunteer organization dedicated to helping young editors reach their dream magazine jobs. Find out more (and donate to the cause!) at ed2010.com

Whisper jobs or internships to share? Send 'em to whispers@ed2010.com. Ed'll keep it anonymous for you.

Ed?s blogging! Catch up with what the big guy?s thinking at Ed2010speaks.blogspot.com or read the young musings in Ed?s Intern Diaries at www.ed2010.com/boards/section/ed-campus Ed2010 @ www.ed2010.com/boards/section/message-board

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