A Different Jacket for WE


For WE: Women’s Entertainment, this summer will see full frontal publishing. The Rainbow Entertainment Services distaff-targeted network has inked a deal with Plume Books, a division of Penguin Group, for a title based on its Full Frontal Fashion series.

Full Frontal Fashion: Never Worry Again About What You’ll Wear, a compilation of the show’s most popular episodes, is scheduled to hit bookstores and other retail outlets July 5, carrying an $18 price point.

Its release will coincide with the July 29 debut of the show’s fourth season. Hosted by Rebecca Budig and running Fridays at 10:30 p.m., Full Frontal Fashion is a top 10 countdown of the latest and greatest looks the world of fashion has to offer.

In addition to grabbing an unspecified slice of the revenue generated from sales, the book will help extend the WE brand, according to general manager Kim Martin. “This is an opportunity for Full Frontal Fashion to extend beyond TV. When people go into Barnes & Noble, Borders, Kmart or Target they’ll see the book and say, 'Yes, that’s on WE.’ It will create awareness for the show and our channel. And if more viewers come to series, that’s gravy.”

Since converting to its top 10 format in March 2004, Full Frontal Fashion has registered a 14% increase in household ratings and lowered its median age from 43 to 40, said WE officials.

Reflective of how it presents leading views on a fashion trend or style, the 10-chapter book will provide readers with tips and guidelines to mastering their wardrobe. According to Martin, each chapter, including “Career Couture” and “Date Dressing,” starts with a letter from a fashion-frenzied consumer detailing his/her specific problem that is addressed therein.

To give the book some retail bounce, Martin said WE will run promotional vignettes during the end of each fourth-season episode.

Among the categories the show will spotlight during its fourth season: travel must-haves, figure-flattering looks; sexy hairstyles; and day-to-evening looks.

Looking ahead, WE viewers may find other product lines that they can purchase at retail. Martin said the network is negotiating with companies about a Bridezillas DVD and a McLeod’s Daughters musical CD.

The March 19 second season premiere of the Australian import about the work lives and romances of two ranching sisters produced record ratings and demographic delivery. The episode, “The Drover’s Connection,” notched a 0.35 household rating, and attracted 113,000 women viewers 18 to 49 and 139,000 women 25 to 54 in its 10 p.m. to 11 p.m. time slot.

WE has already secured the rights to the third season of McLeod’s Daughters and holds options for seasons four and five (currently shooting) with producers Southern Star, according to Martin.