Neiman Marcus will turn its 40 or so store catalogs issued throughout the year into a monthly magazine that not only sells products but also includes service articles, designer profiles and the like. The first issue will be published in February and will be mailed to between 250,000 and 500,000 Neiman's customers who used to receive catalogs.
The "magalog," as Neiman's calls it, will not replace the company's separate mail-order business, which will still produce some 40 catalogs a year.Neiman's joins a growing list of designers who have turned to publishing their own magazines. This month, Chanel issued the second installment of its own magazine distributed to customers. Donna Karan also introduced one earlier this year. So far, Chanel, Donna Karan and Neiman Marcus all continue to be big advertisers. "The difference with fashion magazines is this will be all Neiman Marcus, presented elegantly," a company spokesman said. "We do hear sometimes that the magazines are a little outlandish."
- Constance C.R. White