The soon-to-launch glossy women’s magazine What Fashion has picked
four ’young and hungry’ regional PR firms to get it off the ground.
Liverpool agency Freedman PR, Dominator in Surrey, London-based Talk
Loud PR and Isis Communications in Stratford-upon-Avon were selected
from over 100 applicants. What Fashion editor Raymond Russell, who is
positioning his title as a rival to Elle and Marie Clare, is employing
the agencies on a project basis.
Fees will vary according to the contract but Russell said each company
could earn up to pounds 7,000 a month from the work.
Russell invited agencies to come up with promotional and sponsorship
ideas last year (PR Week, 15 November).
His unofficial roster of PR firms will also specialise in areas outside
fashion which will be covered in the title such as cars, travel and
For example Freedman PR’s brief is to arrange advertorials with the
Russell said the agency arrangement, overseen by advertorial and
promotions director Rebecca Cox, will allow What Fashion to cover a
large percentage of the marketing activity without committing to any one
’Most people become unhappy after a year,’ he added, referring to the
appointment of a single agency. ’The turnover is enormous as clients
have very high expectations.’
Russell is also talking to PR agencies in France, Scotland and Northern