We just saw the new cover of Harper’s Bazaar online and let us say that we were a bit surprised.
The cover image is pick-up art from a red carpet event back in December, so the shot may look familiar to you. And inside there is no accompanying interview with the usually candid Angie. Instead, there is an essay by Naomi Wolf (of The Beauty Myth fame) titled “Why Women Want Angelina Jolie’s Life” which we think is rather obvious. But that’s not even our problem here.
Bazaar is meant to be one of our venerable American fashion magazines. And this reeks of tabloids, more than fashion.
I worked in magazines for many, many years. The importance of newsstand sales is something I know all too well. But throwing Angelina’s face onto the cover and doing a write-around story is such an obvious sales ploy that it makes me sad for Bazaar and for the state of magazines in general.
It’s not that I’ve never worked at a publication where we’ve had to buy art for a cover when a shoot couldn’t be worked out. Or that I think write-around stories (where you don’t actually interview the subject) never happen. But this is just so transparent. The publishing industry is definitely in a state of flux. But we still look to our fashion books to bring us, well, fashion and photography.
Harper’s Bazaar still has the ability to book any number of A-list celebrities. And as Anna Wintour recently said, “Until models become celebrities again in their own right, I can’t see them selling as well on magazine covers as actresses.” We long ago came to accept the fact that major actresses will be on the covers of basically every issue of every American fashion mag.
But if you don’t have Angelina or another big name, why not just try booking an amazing young model for the July issue (typically one of the smaller issues of the year, industry-wide)? It’s certainly better than a lesser caliber celebrity who is also not going to break any sales records. Show us some beautiful clothes on a rising star in the industry. Shoot it in the studio if budgets are tight. Just make it special. If the essay is actually incredibly interesting, put it inside the issue and give it a big old coverline.
Angelina’s face on the cover without any actual stories from Angelina also feels a bit like a bait and switch. And you’re better than that, Harper’s Bazaar!
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the subscribers cover is doutzen, so they don’t feel she warrants both covers (a model versus a celeb) in my opinion
Could BAZAAR be trying to make some kind of commentary on tabloid culture, or our impression of angelina jolie, or the media, or something? I feel the same way about the cover as you, but it is SO out of left field that I am sort of grasping at straws in order to find an explanation. Maybe I am just wishing it isn’t a desperate grab for readership at the expense of good taste, but I am really wondering if this isn’t meant to be some sort of pop art commentary…if it isn’t, though, then I say, “yuck!”
I could not agree more. If members of the publishing and fashion worlds do not continue to respect themselves and that glorious tradition of aspirational creativity that began when Si Newhouse reinvented Conde, then what will become of us?
Harpers, come back into the fold thats about class not trash, we love you.
I too noticed that, and thought it a bit odd. Harper’s Bazaar is falling off, if you ask me.
Perhaps you guys fail to realize that what keeps these magazines in business is the buying public and if THEY dont pick up this magazine at the newstand…bazaar will fold. It was actually smart to design the front like a tabloid cover to get someone to pay for it…that IS how an advertiser knows whether to buy ad pages isnt it after all?
#5 Perhaps you fail to realize that a fashion magazine should offer quality fashion content to its readers and Bazaar has been failing to do that for years now.
Eek! Also, could the coverlines be any less BORING!
but the subscriber’s cover has Doutzen Krous in it!
but the subscriber’s cover has Doutzen Krous in it!
http://www.modelinia.com/blog/harpers-bazaar-has-a-super-moment-with-doutzen/7725
First of all to comment on guest#5- why would an advertiser want to be in a fashion mag that looks like a tabloid? All credibility would be lost if you ask me. Second, shame on Stephen Gan for obviously not “paying attention” as creative director. He wouldnt let V go down that route thats for sure.
You obviously see where he spends more time…
this is guest #5 – jee wiz i hope harper can pay their salaries with the esteemed fashion cred of the esteemed fashionista crowd…you know all several dozen of them…quick…if you hoard all your pennies together you can buy half a dozen issues per person…not that that will help the advertisers in selling their product.
Most of these fashion magazines SUCK – and mostly its because of their STALE adherence to THE high brow fashion set. I have subscriptions to all of them because I can usually find a few nice things but mostly they are horribly boring…tired layouts, tired spreads, boring models, boring poses, mostly boring articles (looking at you vogue).
At least Baxaar tried something new…but the issue is absolutely horrible…i just received it.
I think the biggest mystery is the 525 new ideas to revamp your look coverline! Why 525? That is the most random number ever.
Bazaar is dropping the ball.
to guest #10, you say:
“why would an advertiser want to be in a fashion mag that looks like a tabloid? All credibility would be lost if you ask me.”
Have you ever opened a tabloid or celebrity news mag (i.e. US Weekly, People, Star, etc.)? Take a look and you’ll find lots of advertisers who strategically buy placements in those pubs so they can align with the content and reach the readers while they’re in a particular mindset.
Subscribers get Doutzen ; they’ve already paid for the magazine. Newstands get Angelina known for selling magazines when on the cover … it’s all business …
Guest # 14- would you ever see Balenciaga, Dior, or even Coach advertising in those tabloid mags you listed?
So sad…they should have put Doutzen in the newstand cover, after all she’s a VS girl now and she’s not very unknown as other models.
I totally agree that Doutzen should have made the newstand cover as well! I also agree that I wouldnt see fit a fashion house advertise in a tabloid mag.
totally agree, well said abby!
Doutzen is so gorgeous… Is HB trying to compare an actress to a model?
I still think Bazaar is one of the very few fashion magazines left today in America that delivers exciting editorials, some of the most luxurious fashion, and pretty interesting articles on modern day people.
If they are going the Elle route and getting involved in television media a la The Fashion Show, fine. But if they continue releasing covers like this, then it’s the end for them.
I cannot believe you likened Naomi Wolf to a tabloid writer. wtf?
Also, just because Angelina is constantly the subject of tabloid covers doesn’t mean she’s not actually a classy broad (hello helping children in poverty, de-landmining cambodia and giving the president of sudan the finger). Honestly, fashionista. Most of the time you don’t seem as bad as institutional douchebags like Vogue but sometimes you really show how shallow you are.
Maybe Angie should take time off from the International Criminal Court and go watch a royal anti-semite play polo! So chic. Would you approve of her then?
the doutzen cover is amazing. i knew i should’ve subscribed to harpers. i always love the subscription covers but find the content on the boring side.
however, doutzenis not famous. i know that she is a vs model but she doesn’t look like one on the harpers cover. i don’t think many ppl would recognize that. and i bet there was market research that shows that any cover with angelina probably spikes in sales. doutzen wouldn’t sell nearly as many copies, unfortunate but realistic.
while it would be sad if harpers chose to go down the tabloid path, maybe it’ll be like a glossier, upscale fashion tabloid. kinda like the tatler of fashion mags. lol….there are plenty of luxury ads in there. although i would probably never buy it again.
Even though Doutzen is hot, Angelina knows how to ride a motorcycle and fly a plane.
http://i.models.com/model_culture/50topmodels/images/doutzen1.jpg
Totally agreee with #22
Try reading the editors note. Glenda is making a subtle and classy tribute to Liz Tilberis and makes it clear why Angelina is on the cover. Glenda even expresses her hopes that the magazine will inspire more women to talk about ovarian cancer after reading the issues. I know it’s fashion but Glenda’s got heart.