Lifetime Signs Five-Year Deal with Hearst for Runway

NEW YORK: Lifetime Television and The Weinstein Company have secured a five-year partnership with Hearst Magazines’ Marie Claire for Project Runway and Models of the Runway.

The agreement provides significant brand exposure for the fashion and beauty magazine on both series through a variety of elements, including product integration, the appearance of Marie Claire fashion director Nina Garcia and other editors as well as on-air and online branding for the publication. The prize for the winners of both competition series includes a six-page editorial feature in an upcoming issue of Marie Claire.

"We’re very pleased to enter into this agreement with Hearst Magazines to integrate Marie Claire into Project Runway and Models of the Runway," said Debbie Richman, the executive VP of ad sales for Lifetime Networks. "One of the most contemporary fashion magazines in the world, Marie Claire is on target with our audience and a perfect fit for Lifetime. The exposure Project Runway and Models of the Runway will receive from this partnership will greatly benefit both series."

"Project Runway has always captivated fashion insiders and novices alike, and has given us the unique opportunity to incorporate partners from many different categories, who all fit seamlessly into the show," commented Lance Still, the executive VP of promotions and integrated marketing for The Weinstein Company. "Hearst’s wide range of iconic titles, specifically Marie Claire, makes it a perfect fit for Runway and Models, and will help us keep connected to our existing viewers and find new fans through the magazine’s readers and subscribers."

"Marie Claire’s integration into these two winning Lifetime series offers us an opportunity to introduce the magazine to a whole new audience through television," said Cathie Black, the president of Hearst Magazines. "We’re looking forward to a continued relationship with Project Runway and Models of the Runway in future seasons."