CHILD GUN AND BIGGER KIDS, TOO: If there is such a thing Tatler Magazines have repeatedly proven that great engineering doesn’t age.
Unlike some of the youth-obsessed sister titles in the steady Condé Nast, the magazine – dating back to 1709 – brings to their every generation and inevitably gray hair, sagging or wrinkles. – as long as the owner of the speech is charming, relatively wealthy or has something to say.
The September issue of Tatler’s annual fashion special, which hits newsstands on July 29, features a 55-year-old man on the cover. Cindy Crawford, wearing a lilac ao dai Chanel mini skirt suit, and photographed by Victor Demarchelier on a farm in Malibu.
Last month’s issue named Delphi Primrose, 17 years old, granddaughter of the Earl of Rosebery, while July was in honor of Prince Philip, who passed away this early year. The cover shows a younger version of the prince in military uniform waving to the crowd, with Queen Elizabeth at his side.
And like so many other publications, Tatler wondered in the June issue, what kind of woman Princess Diana would be, at 60. She’s the cover girl, credited by biographer Tina Brown , one of the predecessors of Editor-in-Chief Richard Dennen, introduced. Top British magazine.
And, like a long-term investment, that stance against epochism has yielded some dividends.
In an interview from his office at Vogue House in London, Dennen showcased his recent win for tatler.com, the website he built over the course of three years on the job.
“One hundred thousand people read the story of Princess Caroline’s new gray-haired look,” said Dennen at the Red Cross summer concert in Monte Carlo earlier this month, Dennen said with great satisfaction. .
Other numbers at Tatler are growing: On Dennen’s watch, the magazine’s unique monthly user count has grown to 1.6 million from 300,000 when he arrived. His goal now is to reach 2 million by the end of the year.
According to Condé Nast, Tatler was the year’s fastest-growing brand for global readers, up 68% year-over-year. This title has a total print and circulation count of 78,202, according to ABC data from January to December 2020.
Dennen’s priority has always focused on “wonderful people, places and things” in the UK, as well as internationally. In the interview, he said that he also wanted his Tatler to be prominent, to have more fashion coverage (Chanel is Tatler’s biggest advertiser) but also large doses of culture, politics, conspiracy in Downing Street and Houses of Parliament and of course, all the updates on dukes and financiers.
He certainly has a ticket to all the crowds he and his team include: Dennen studied at St. Andrews at the same time as The Duke and Duchess of Cambridge, (although he no punches when covering them) and first worked at Tatler under Isabella Blow, who was then the title’s fashion director. Before joining Tatler, he wrote for The Sunday Times and the Mail on Sunday.
It’s no surprise that Dennen asks for “print-quality journalism,” at Tatler.com, where he spends half a day at work and is particularly proud of the print magazine’s topical features, including a recent one This is about the 41 year old British Prime Minister. Exchequer Rishi Sunak, a graduate of Oxford and Stanford universities and a Fulbright scholar.
Dennen’s September issue features equally in-house features, including an article written by the prime minister’s journalist daughter Lara Johnson-Wheeler, who tested (and modeled) the latest innovations in the site reshaping.
There is also a feature about Tristram Hunt, the former Labor MP now director of the Victoria and Albert Museum and who is writing a book about Josiah Wedgwood, and a story about the new owners of Parnham House, The stately Elizabethan house was destroyed by a fire, believed to have been at the hands of its former owner.
Another story examines the social, familial and political consequences following the death of Goodwill Zwelithini, the 72-year-old king of the Zulu nation in South Africa.
Dennen says he’s pleased not only by Tatler’s numbers but also by the fact that the magazine is actually read by “the people in it” — and he can speak to so many generations at once. Looking ahead, Dennen saw nothing but opportunity. “I look at what Tatler did in the 1920s, and I wonder what’s new in the 2020s,” he said.
He had part of that answer, with a hilarious story in the September issue of the NFTs being the new status symbol – right up there with gray hair.
https://wwd.com/business-news/media/young-guns-older-ones-look-tatlers-september-issue-1234887747/ | A Look at Tatler’s September Issue – WWD