MODE (magazine)

MODE (stylized MO"D"E) was a fashion magazine aimed towards plus-size women which launched in the spring of 1997. The magazine was praised for targeting the plus-size consumer with a "Vogue"-like fashion philosophy. "MODE" also helped to increase the growth of the plus-size industry and the caliber of plus-size clothing and advertising. In 1997, "MODE" was named the best new magazine launch by Ad Week and Advertising Age. "MODE" also ran model search competitions in conjunction with the Wilhelmina modeling agency, drawing entries from thousands of hopefuls from the US and Canada. Its circulation was approximately 600,000 at the time of its demise in October 2001.
History.
Publishing veterans Julie Lewit-Nirenberg and Nancy Nadler LeWinter, who had experience for magazines such as "Vogue", "Esquire", "Harper's Bazaar", "Mademoiselle" and "Marie Claire", began developing "MODE" in 1996. The first issue launched in February 1997 with a circulation of 250,000 copies. "MODE" received strong positive reception from readers(over 8,000 pieces of fan mail in just over a year) and from the press. After "MODE" launched, agencies increased their rosters of plus-size models and retailers improved the production value of their advertising. Freedom Publications bought a 50% stake in the magazine in late 1997. "MODE" started a partnership with Butterick Publishing Company to produce patterns, and began planning other ventures including a website, TV programming, and syndicated newspaper columns. The magazine also received acclaim, being named the best new magazine launch by Ad Week and Advertising Age in 1997. "MODE" began running model searches in conjunction with the Wilhelmina modeling agency in 1998, drawing entries from thousands of hopefuls from the US and Canada.
Advance Publications, the parent company of Conde Nast Publications, made negotiations to purchase Lewit and Lewinter Inc. in 2001, but the deal did not go through. Occurring shortly before the time of "MODE" closure was the failure of several designers' ventures into the plus-size market. Versace ("GV Versatile Couture"), Valentino ("Carisma"), and others ceased producing the clothing which "MODE" magazine relied upon, leaving an unfortunate deficit in both the fashion department wardrobes and advertising revenue coffers of "MODE" magazine and its successors. Its circulation was approximately 600,000 at the time of its demise in late 2001.