When Time Inc. launched In Style magazine as a special issue in 1994, the key to its success hinged on the answer to a simple question: Audiences love fashion and they love celebrities-but will they buy a magazine that gives the readers both? The resounding answer soon became clear: Yes, they will buy such a magazine. In Style's circulation has grown from 500,000 at its debut to over 1.7 million as of 2005, making it one of the most successful launches in recent years.

Combining celebrities and fashion may not seem like a revolutionary concept today, when pop singers and movie stars grace innumerable magazine covers, but it was actually a fairly novel idea at the time. In Style was the first magazine of its kind to combine fashion, celebrity lifestyles, and shelter (interior design, architecture, and gardening) content. Before In Style came along, professional models dominated the fashion magazine market, not surprising since it was their job to look beautiful and unattainable and to show off designer clothing and accessories. Fashion publications had little room for actresses and musicians, who could just as easily appear on the covers of People or Rolling Stone.

Charla Lawhon, the magazine's managing editor, believes that In Style's unprecedented access to Hollywood celebrities and the accurate reporting on fashion, beauty, home, and lifestyle helped set the magazine apart and create a sense of trust with its readers. "Once that bond was made, readers returned to the magazine again and again. And when you have the readers, advertisers follow," she said.

In Style magazine founder editor Martha Nelson summed up the magazine's philosophy: "We aim to be the most trusted style adviser and lifestyle resource for women. We respect women, their time and their intelligence, and want to bring them stories, information, and products that enhance their lives. In all forms, In Style is useful, beautiful, and fun." Under Nelson's direction, In Style launched three international editions, in Germany (1999), Australia (2000), and the United Kingdom (2001). She also oversaw the launch of InStyle.com in October 2000. The Web site, which draws over one million visitors a month, publishes online-only content unique from In Style magazine, including weekly Hot Finds and Look of the Day features. Nelson also helped produced eight In Style television specials, which have aired on Lifetime, ABC, and NBC.

By 2000, In Style was Time Inc.'s 15th-biggest-selling title, with a circulation of 1.4 million. Ad pages climbed from 196 in 1994 to 3,030 in 2002. In Style magazine is now firmly established as one of the most popular women's magazines on the newsstands. By 2005, with a strong subscriber base and strong newsstand sales, In Style's circulation rate base rose to more than 1.7 million, with a readership greatly exceeding that figure.

Written March 12, 2006 exclusively for MagsDirect.com. All right reserved.

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