Word: supplementals
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Dates: during 1990-1999
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Getting Dirt into the right hands -- the target age is 14 to 20 -- was a matter of finding out where the boys are. The first issue has been given savvy packaging as a separate 23-page supplement to the September copy of Sassy (total paid circ. 631,000), and to make certain that female readers get the message, its editorial page urges them to "please give the enclosed Dirt to a guy." In fact, more than 100,000 male teens were already reading Sassy, whose lunchroom lingo -- "icky" is an acceptable adjective -- and chatty tone have made it a solid...
...Free agency and trades supplement it, but there's no substitute for strong player development," he said. "That's the key to the health and longevity of any organization. It doesn't happen by accident. The trick is not to count on one or two guys. They had a number of good, young pitchers. If you have 20, two might come through. If you have two, your chances are reduced...
Though Klein has since been distracted by selling perfumes with names like Obsession and Escape, he's once again focusing on the jeans war, and his opening salvo is a 116-page ad supplement that accompanies the October issue of Vanity Fair. It is touted as the largest ad supplement for a consumer magazine in U.S. history, and industry sources say Klein spent more than $1 million to produce and place...
...also about money. And troubled retailers and advertising executives love that. Women's Wear Daily reported that Klein plans to spend about $10 million on jeans advertising this year alone. Last week he staged his first all-jeans fashion show -- based on the supplement and featuring a fabric dubbed "dirty denim" -- in New York City. Magazine publishers, buffeted by an industry-wide decline of 10.4% in ad pages, are also heartened. Images from the supplement will be appearing as ads in various magazines for months to come...
...everyone is enthralled. Some find the material offensive, the message obscure, the numbers questionable. "Are sales going to offset the cost of Calvin's 116 pages? I suspect not," says a magazine-publishing executive. "His supplement is more of an ego piece." But Klein has no doubts. "People get the message," he says enthusiastically. "It's big, it's sexy and it's so right...