Glossy covers N.Z. fashion

Press, 9 October 1982, Page 10

Glossy covers N.Z. fashion

Glossy magazines are enjoying a revival. Now New Zealand has a Christchurchbased national publication to complement the North Island “glossies.” “Fashion in New Zealand” is the brain-child of Paula Ryan and Don Hope. A wellkept secret, it was launched at a lively, sit-down champagne breakfast at Noah’s Hotel yesterday. The occasion had the panache of the product. The magazine has a national content, with the beginnings of informative, entertaining editorial departments. They promise well for the future. Divided into Auckland, Wellington, Christchurch and Dunedin-Invercargill sections, the magazine is billed as a bonus issue.

It has grown from the couple’s first publishing venture, a 32-page, stylish fashion give-away, first delivered to Christchurch homes in the winter of 1980. The Auckland edition joined the stable the following spring. Wellington, and the Dunedin area, soon joined up.

Circulation is now 300,000. The publishers claim a readership of lm. Tons of the mini-magazine are flown throughout the country. Don Hope will not speculate on possible sales figures for its big sister. In the highly competitive publishing world it pays to be careful. “But it will be interesting to see how it sells,” he remarks. “Fashion in New Zealand” is a compilation of the advertising content of the spring-summer 1982, free mini magazine. The mini subsidises the national publication keeping its price down.

The fashion features, designer section, and personality profile — Wellington’s controversial architect, lan Athfield — are exclusive to the big magazine. It will be distributed through a national network, selling for $2.50. A test run is being tried in Sydney. The publishers have been told the sizeable New Zealand population in Sydney likes to keep up-to-date with developments in New Zealand.

Paula Ryan and Don Hope

are proud of their Christ-church-based product. They

resisted offers to print the mostly colour magazine in

Auckland. Enquiries even came from Hong Kong.

"We wanted to stay with Bascands. and keep it a South Island venture." explains Don Hope.

The fashions were flown to Christchurch and photographed by Euan Sarginson. The still life work was done by Lloyd Park. "We had contributing photographic work from other centres, because some things just can’t be moved." adds Paula Ryan. She supervised all the photography ' sessions, selected the editorial elements. and co-ordinated the magazine design. A talented graphic designer. she was able to combine her qualifications in this field, and her experience in fashion, with her husband’s skills in advertising and marketing. Both were familiar with publishing. It is a winning combination. Paula Ryan sold her Christchurch model agency when work on the minimagazines grew. “It was a choice of careers.” she recalls.

This latest project is receiving plenty of her seemingly boundless energy. She deftly manages many roles: business partner, wife and mother, fashion columnist, and now consultant for a television fashion programme being produced in Christchurch.

Paula Ryan looks forward to expanding the journalistic aspects of the twice-yearly magazine. “New Zealanders are now much more curious about each other. We want to know about other New Zealanders’ life-styles, what fashions are available in other cities, all the latest decor.

"So many of us travel around the country now, we want to have some guidance about shopping, and good restaurants.

“New Zealanders don’t want to read just about beautiful people and places overseas any more," she says.

The magazine’s decidedly "Vogue” look and format is no accident.

‘So many publications

cater for teenagers. We want all ages to read our magazine,” she says.