Word: bazaars
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...wife of former FORTUNE Publisher Ralph D. Paine Jr., Nancy White, 55, leaves Bazaar six months after her longtime rival Diana Vreeland, 71, stepped down as editor of Vogue. More significantly, her resignation came less than four months after James Brady, 43, former publisher of the gossipy, irreverent Women's Wear Daily, moved in as Bazaar's publisher and editorial director. Intense and facile, Brady brought some of the high-pressure salesmanship of Seventh Avenue to the magazine's more leisurely East Side establishment and. in the words of one Bazaar staffer, "gave everyone an instant identity...
...Soul. Not even Nancy White was immune, for Brady, as her boss, took an active, daily interest in Bazaar. Nonetheless, both insisted last week that the parting was genuinely sorrowful. "I think he's nifty," said Nancy of Brady, who returned the compliment in a memo to the staff: "She's been the soul and sinew of Bazaar." From now on, though, the soul will be solely Brady...
Under Miss White, Bazaar emphasized the practical and the relevant, while Vogue was more fanciful and futuristic. Bazaar was first to give its cachet to such formerly far-out items as bikinis and boots for women. It shattered taboos with taste, for example running a full-page picture of a female nude in 1962-Richard Avedon's portrait of Socialite-Model Christina Paolozzi. But Brady intends to take Bazaar a lot further. "I have one mandate: to make the magazine more exciting," he says. "It's been essentially dull for the last several years. All our covers looked...
Buyable Stuff. Bazaar's future fashion coverage will be photographed against action backgrounds rather than white studio walls because Brady feels that clothes should be shown in settings where they are likely to be worn. Three-quarters of the fashion space will be devoted to what Brady calls "wearable, buyable stuff," and the rest to fashions of the future, "imaginative and creative, something you ought to trip on and think about." Fiction and poetry are being dropped...
Brady, perhaps reflecting his nearly 18 years with Women's Wear Daily, wants the new Bazaar to contain a little bit of gossip. "People want to read about people," he says. "Not pillow talk or backbiting, but what's going on. A little elegant muckraking is a good thing. In the '70s, there ought to be a different way to do a fashion magazine...