What's black and white and read all over? Rodale Publishing hopes it'll be its latest offering, Women's Health magazine, which it introduced to editors, advertisers, and publishing insiders at a launch party at Harry's Loft. The party—with a black, white, and red scheme to mimic the colors on the mag's cover (which follows closely after its abs-loving corporate sibling Men's Health)—also served as a fund-raiser for the Multiple Sclerosis Society; organizers promoted specially designed MS T-shirts on sale to support the nonprofit.
"We really wanted to announce Women's Health with a lot of enthusiasm and buzz," says Hilary Pereira, the magazine's promotion director. "It's already been gaining such great press."
Serena Bass decorated the raw space with red gerbera daisies and red amaryllis blossoms, attached to leafy branches sprawling from large vases. Copies of the magazine were strewn about, and large blowups of different versions of the cover were affixed to walls and uplit. Those spots and numerous candles flickering on tables and counters made the room moderately dim.
The din, however, was anything but moderate. The cacophony of conversation overwhelmed the cavernous space, requiring speakers to lean in or holler to be heard. After editor in chief Tina Johnson and publisher Kate Kelly Smith addressed the crowd, Grammy-nominated singer Vanessa Carlton sat down at a baby grand to perform, but her performance was largely lost on the rear of the room. Guests standing nearest the low stage were assaulted by a brassy sound system feed; Carlton shot the tech crew a concerned look when she started her first song, and then adroitly purred through her set.
Bass's tiny hors d'oeuvres were almost too cute to eat. Almost. Attendees gobbled them up before the staff could make an entire round with their trays. The mini pizza squares topped with cheese and a dollop of pesto were popular, as was chicken with lemon, tarragon, and toasted almonds; and lychees stuffed with goat cheese and topped with toasted macadamia nut. Dessert included mini cupcakes with cream cheese frosting and mini chocolate chip cookies—tasty, if not necessary ab-friendly.
—Jenny Sherman
Photos: Courtesy of Baseworx Entertainment Inc. (room, magazine cover)
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"We really wanted to announce Women's Health with a lot of enthusiasm and buzz," says Hilary Pereira, the magazine's promotion director. "It's already been gaining such great press."
Serena Bass decorated the raw space with red gerbera daisies and red amaryllis blossoms, attached to leafy branches sprawling from large vases. Copies of the magazine were strewn about, and large blowups of different versions of the cover were affixed to walls and uplit. Those spots and numerous candles flickering on tables and counters made the room moderately dim.
The din, however, was anything but moderate. The cacophony of conversation overwhelmed the cavernous space, requiring speakers to lean in or holler to be heard. After editor in chief Tina Johnson and publisher Kate Kelly Smith addressed the crowd, Grammy-nominated singer Vanessa Carlton sat down at a baby grand to perform, but her performance was largely lost on the rear of the room. Guests standing nearest the low stage were assaulted by a brassy sound system feed; Carlton shot the tech crew a concerned look when she started her first song, and then adroitly purred through her set.
Bass's tiny hors d'oeuvres were almost too cute to eat. Almost. Attendees gobbled them up before the staff could make an entire round with their trays. The mini pizza squares topped with cheese and a dollop of pesto were popular, as was chicken with lemon, tarragon, and toasted almonds; and lychees stuffed with goat cheese and topped with toasted macadamia nut. Dessert included mini cupcakes with cream cheese frosting and mini chocolate chip cookies—tasty, if not necessary ab-friendly.
—Jenny Sherman
Photos: Courtesy of Baseworx Entertainment Inc. (room, magazine cover)
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Serena Bass decorated the Harry's Loft with red gerbera daisies and red amaryllis blossoms attached to leafy branches sprawling from large vases at the launch of Women's Health magazine.
Large blowups of the magazine's cover decorated the walls.
Blowups of alternate magazine covers were displayed behind the bar.
