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Marketing Briefs

Banana Republic to Sell Wallpaper Magazine

April 23, 1998|Diane Seo

Wallpaper, a trendy 18-month-old magazine owned by Time Inc., has struck a deal with Banana Republic, a unit of Gap Inc., in which the retail chain will sell the publication in its stores. Founded in London, Wallpaper is the equivalent of Martha Stewart Living for young, urban jet-setters, with tips on places to eat, stay and shop in Sweden, Amsterdam, Paris and Tokyo. It is sold in 50 countries. Just more than half of its readers are men, and the average reader is between 27 to 37 with an income close to $70,000. "Martha Stewart Living was a great source of inspiration," said Tyler Brule, editor and publisher of the 80,000-circulation English-language magazine that publishes eight times a year. "But it's a bit old and suburban. I wanted to do a title that's slicker and faster." Banana Republic said it was attracted to Wallpaper's "approach to modern living."

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