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Jack Yan: the Persuader blog
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Global cover age 

It’s nice to get this level of cooperation from the : Lucire Romania’s party last Friday was attended by many of our colleagues, and has hit the pages throughout the country. I’m sure the appearance of , her boyfriend businessman , and celebrity helped, but I credit a great deal to our team there, led by Valentin and Mirella Lapescu.
   The latest issue features Miss Gabor en couverture (left), the first time we’ve had a cover depart from the issues’. The content remains the same, with the addition of some pieces—the was, from the beginning, to create a global title where the features would unite the planet. I still believe we can, even if I have the odd moaning session.
   The rationale this time was that we needed a local , and Miss Gabor was considered to be most worthy. It goes a little away from my vision; however, I back up Mirella and Valentin’s decision: there are reasons behind it, it helped cement us in the eyes of the Romanian , and it was actually quite well shot. They had selected a top , so we were fortunate.
   Such talent does exist in , but the trouble tends to be the small population: finding the top make-up artist, stylist, model and photographer in one place isn’t that easy. Hence, covers tend to be shot in or, very occasionally, .
   While I had some initial resistance to the idea of a separate cover, I have to say I like the egotistical element. Having a with the same cover (albeit in different languages) gives a feeling of satisfaction that your principles are being propagated. Having a magazine with different covers appeals directly to the ego, because while you still did the work inside, it gives you the impression that you did twice as much. In this day and age, however, where Business Week has given up the idea of separate editions, I believe my original idea is right.
   Therefore, the New Zealand and editions, whose covers are presently photographed by Gray Scott of Veritas Management, should share their cover image, due to the quality of Gray’s work. A long time ago, we received some criticism that we should put on local was even suggested in the early days, though she has since emigrated to . However, I question whether she is a “Lucire girl”. I won’t put on a celeb just for the sake of having one on the cover. I am not alone: at one meeting with an ad agency, the idea of Sally Ridge, who had appeared on a cover months before, was universally panned. is the only “face” that comes close, and she knows this, but we haven’t been able to work out when, where, how and by whom. To date, we still have not shot a cover in New Zealand.
   As the New Zealand edition of is the “master edition”, we have to be , supplying to the world—which, regrettably, puts paid to the idea of a celebrity cover featuring a , unless it happened to be a New Zealander who was globally known.
   We haven’t called yet, since I assume we can’t match ’s payments. Ditto .

Del.icio.us tags: Lucire | Romania | media | cover | model | celebrity | New Zealand | fashion magazine | magazine
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   With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.

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