The Week bases its PR strategy on media's self-love

NEW YORK: Felix Dennis, the British publishing mogul behind Maxim and Stuff, has turned his industry's narcissistic tendencies into a PR strategy for his newest publication, The Week.

NEW YORK: Felix Dennis, the British publishing mogul behind Maxim and Stuff, has turned his industry's narcissistic tendencies into a PR strategy for his newest publication, The Week.

The cover of each issue of the magazine - which consists entirely of summaries of stories from outlets around the world - features a blurb from a journalistic heavyweight. Endorsements have come from The New York Times' R.W. Apple, Tina Brown (her husband, Harry Evans, serves as consulting editor), and New York media editor Simon Dumenco, who turned the tactic itself into a story that appeared in the May 15 edition of the magazine trade publication Folio.

Martha Thomases, whose firm, General Strategies, handles PR for The Week, said that most quotes have been provided on a voluntary basis, but she does concede to making the occasional "lukewarm

call to drum up new snippets. She added that blurbing The Week appears to have become something of a trend among media bigwigs: "Harvey Weinstein saw Felix at a party recently, and he went up to him with a blurb,

she explained.

"The best way The Week has been marketed has been to capitalize on the fact that people love the magazine and want to share it,

Thomases said.

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