MICHAEL Jordan’s new annual is not a bang douse afterwards all. In fact, it looks like Jordan has tossed up a brick – a brawl that rattles the backboard and again avalanche harmlessly to earth.
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The new annual alleged Jordan was to accept been produced by Nike which had apprenticed the Hearst Custom Publishing unit.
It was to accept been alien at the NBA All Star Bold in Philadelphia aftermost weekend and again accept 300,000 copies formed out to newsstands nationally this week.
But now it is on authority and cipher is adage absolutely why.
Efforts to ability the editor, Selwyn Seyfu Hinds, a above editor of hip-hop annual The Source, were unsuccessful.
Calls to Michael Hurley, the arch of Hearst’s custom publishing group, were not returned. A Hearst abettor directed Media Ink to Nike, which insisted it was “fine tuning” the annual for an actualization “this spring.”
But questions abound about its fate: was it printed and pulped? Has the editor been let go? Did the alfresco advertisers that the annual hoped to attract assimilate the pages abort to actualize in the recession?
Was it too abundant affairs and not abundant Nike sales catalog?
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The answers are few.
Theresa Tran-Ries Public Relations Manager of Jordan, a analysis of Nike, Inc., arise this statement:
“Brand Jordan is still planning on absolution the marketing-driven advertisement this spring. Currently there is some fine-tuning to the beat artefact to ensure that it is in band with the business focus of the brand. The beat continues to be an addendum of the style, spirit and backbone that is reflected in Cast Jordan. This was never advised to be a annual from or about Michael Jordan but a annual from Cast Jordan.”
Unlike accepted magazines area advertisers are awash pages in a annual area the argument and pictures are controlled by editors, in custom publishing deals, a distinct advertiser has veto ability over the final product.
Hearst Custom Publishing gets paid to assassinate a artefact for Nike. Sometimes, back the artefact is decidedly able-bodied done, it alike finds its way assimilate newsstands area it is awash abundant like a accepted magazine. It is usually accustomed out for chargeless to a accurate chump abject of the advertiser.
At one time, custom publishing was the area of baby publishing outfits, but by the mid-1990s about every above customer administrator was in the bold – from Time Inc. to Hachette Filipacchi Magazines, one of its aboriginal champions.
So far, no added custom administrator seems to be aggravating to allurement the Nike business to their pages.
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But a Nike backer was mum back apprenticed for added capacity on back it would arise and who would aftermath it.
Maybe that’s why Jordan skipped his own affair at the All Star festivities. Calls to Jordan’s Washington D.C. based agent, David Falk at SFX, were not alternate by presstime.
*
Glamour Creative Director Donald Robertson has been alms admonition and advice to Bonnie Fuller as she discusses the Us Account top beat job with Jann Wenner, say Conde Nast sources.
Fuller is the advanced agent for the job, which opened up back Terry “Big Sky” McDonell was absorbed from Us to be the editor of Sports Illustrated.
SI staffers are afraid about the accession of alien McDonell, a acclaimed “hooks and bullets” big bold hunter. One central antic has it that staffers are aggressive for a adventitious to address the coveted “Inside Grouse Hunting” column. Others admiration if a marlin (the angle variety) will end as SI’s “Man of the Year.”
McDonell had his activity abroad affair at Wenner on Wednesday.
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Meanwhile, Fuller is apparent as best acceptable to accomplish him. Sources say that back Us is awash mainly at bazaar checkout counters, Wenner would like to appoint a woman to adapt it and Fuller has a abracadabra blow on the newsstand – alike if she’s never done a account before.
The appointment with Robertson is sparking allocution that Robertson ability additionally be allotment of a amalgamation if Fuller makes the move to Us.
Right now she is developing a new mag alleged Living Room for Meredith, but Robertson is not allotment of that. He had remained at Conde Nast’s Glamour aftermost year afterwards Fuller’s arrangement was not renewed, and she was let go.
But Robertson has been a continued time Fuller accessory – and one who has been with her back she was alive in her built-in Canada.
He journeyed with her to YM, again jumped to Hearst, area she edited Marie Claire and Cosmopolitan and again followed her to Glamour.
Calls to Conde Nast were not returned.
* Please accelerate e-mail to:
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kkelly@nypost.com
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