Christine Tebcherany, Glamour magazine’s marketing manager, considers herself a “storyteller of the magazine.” An alumnus of Newhouse, Tebcherany visited Friday, October 25 to breakdown her role in marketing Glamour.
Tebcherany is currently facing a large challenge as the new Glamour publisher called to rebrand the entire magazine. This leaves Tebcherany a major role in marketing the large transition. She explained how she takes the marketing research statistics and must then create a story to convince potential advertisers why Glamour is the best magazine to run their ad. Tebcherany highlighted this when she described that Glamour’s rebrand is to sell Glamour as a voice of elegance, chic, and the modern woman. Tebcherany explained that it is imperative to provide clients with “exactly how powerful the brand really is,” meaning she must take the raw statistical data and present it in a way that corresponds to each individual client. She elaborated saying that her job is to “take a number and tell the story.” This story changes depending on the client: Tebcherany must decide which statistics – ranging from reader demographics to reader spending habits in particular industries – are most important to present to the client.
Tebcherany said that her favorite aspect of Glamour is that there are “so many diversified areas in the magazine: fashion, work, beauty, real life stories” that it provides a “broad spectrum” of editorial content and thus advertising content as well. She described her typical day as she receives ten to twelve requests per day and she must then provide presentations unique to each client. She says a majority of her day must be spent brainstorming on how to “best spin the story [to show] what [Glamour] can give the advertiser.”
I found it most interesting in Tebcherany’s breakdown of Glamour readers compared to other high-end fashion magazines. Through her statistics, Tebcherany was able to show how Glamour audiences are the clients that actually spend their money – they have the most Express Gold Card members, every second a Glamour reader is buying a new pair of shoes, Glamour reaches all 50 states, etc. This truly highlights exact information that advertisers want. I found Tebcherany’s breakdown of her job interesting in that she can take statistical data and turn it into a compelling story to attract advertisements – a crucial aspect of the magazine industry.