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DNR, the B2B bible of the menswear business, is approaching its 110-year anniversary and looking rather dapper. The magazine went under the knife for a massive redesign last
May, slowing its frequency from three times per week to once. As a result, the amalgamated book is now considerably meatier, with more regular departments and features.
Meanwhile, a revamped companion Web site (http://www.dnrnews.com) posts breaking news about the men's fashion biz daily. More than 2,000
subscribers have signed up through the site to receive daily email news alerts. The print magazine's circulation totals about 16,700. [Editor's Note: In its fall issue, PRN 's
sister publication, min magazine, exalts DNR's redesign to the ranks of "Top Magazines."]
Content/Contacts
DNR (nee Daily News Record) caters to a fiercely loyal readership of senior management level retailers and buyers, covering not only fashion trends, but also operational issues
with a no-nonsense business approach. The average subscriber has been on board for 10 years. The best way to crack the pages of this venerable pub is to get in good graces with
its individual editors and columnists - and know their beats. S. Gray Maycumber, for example, is the resident textile guru, while Senior Editor Thomas Cunningham covers all-things
denim (a huge category), as well as business and marketing issues. Ellen Askin reigns over accessories, and veteran News Editor Jean Palmieri presides over headline news and Web
content. Arnold Karr, who also writes for Fairchild sister pub WWD, offers financial analysis in his regular "Balance Sheet" column. "It's pretty decentralized," says Editor-in-
chief John Birmingham.
Email addresses for all editors follow the same format: [email protected].
Comments
As a weekly, DNR content largely reflects the news of the day, so last week's coverage reflected the terrorist attacks. "We made it clear that while we didn't think this was
in any way about the menswear business, it was a tragedy that affected all of us and our communities," says Birmingham. One feature story highlighted fashion companies' efforts
to mobilize relief efforts in the wake of the World Trade Center collapse - including Dupont, which donated $5 million to assist victims and their families. The story included a
photo from the window of a Brooks Brothers store adjacent to ground zero, which was converted into a makeshift relief center. Research has shown that readers largely approve of
the changes that have been made to the book since its redesign last spring. In a recent subscriber survey, nearly 90% of respondents said the new format was better.
Pitch Tips
The magazine goes to press every Friday and comes out on Mondays. As such, breaking news for the print book should ideally come in no later than Thursday afternoon. Human-
interest stories, on the other hand, can have a lead time up to a month. Web content is updated daily and is mostly original (although stories that break online are sometimes
further developed into in-depth features for print).
Strong, hard news hooks tend to win major points. "Right now the story that gets our attention every time is anything having to do with Hartmarx," says Birmingham, referring
to rival Spencer Hays' ongoing bid to acquire the apparel company, which makes Pierre Cardin suits and other brands.
In The Pipeline
Are you a player in the apparel biz? Act fast and you might be able to get some glory in an upcoming feature focusing on "The Hottest Publicists" in the menswear universe.
Among the shoo-ins for profiles is Paul Wilmot, whose eponymous firm handles communications for everyone from Sean "Puffy" Combs (who has his own loungewear line) to Phillips-Van
Heusen. But Birmingham says the roster of profiles for this issue, set to come out October 1, is still being finalized. Farther down the road, November will kick off a series on
"new dress codes" and a feature on "the most powerful people in menswear." An end-of-year issue commemorating the book's 110-year anniversary will celebrate "legends of
menswear."