Magazines
Bonnie Fuller on Star, celebs, herself
By Mary Lee Grant
May 22, 2007, 01:08

Love her or hate her, Bonnie Fuller is certainly one of the most talked about women in media. She jumped to American Media from Us Weekly nearly four years ago, and has been working to turn supermarket tabloid Star into an Us-style glossy ever since, with mixed results. That sort of turnaround is what Fuller has specialized in for years. She helped launch the big boom in celebrity magazines at Us and previously served as editor of Marie Claire and Glamour. Lately she’s been dogged by some tabloidesque rumors of her own, such as how much longer she’ll stay with American Media and whether the new FX show “Dirt,” starring Courteney Cox as a ruthless tabloid editor, is based on her. But as always with Fuller, you can’t believe everything you hear. Fuller talks to Media Life about her future, the focus of American Media, and of course, Brad and Angelina.

Are you star struck?

Obviously, yes. I am very interested in celebrities and always have been. I have the same burning questions as everyone else, about Tom and Nicole's relationship and why did Brad and Jen break up. It's impossible to get jaded with celebrities.

Do you know many stars?

A few, but not many on a deep personal basis.

What do you think of the show “Dirt?” Courteney Cox portrays Lucy Spiller with such glamour. Is it a thrill?

It's not realistic in the least.

It's pure fiction. What I have in common with the character is we are both very devoted to our jobs and both very hardworking.

And you are both brunettes.

[Laughing.] Yes, we are both brunettes.

Why do you think that people are so obsessed with celebrities? Is our interest in them good, bad or indifferent?

I think it's normal. We are born with a gossip gene and have been since the dawn of time. I think cave women were saying, "Look at that Bill Brute. Why is he taking up with Bertha? Is he cheating on Bertha?"

We have always been obsessed with celebrities. In the past it was tribal leaders, and then royalty. They were freer to have affairs.

Now we have Hollywood royalty. People have always fantasized about the rich and powerful and been interested in their alliances.

What are you best and worst at as an editor?

I am really driven to get a story, and am pretty thorough in figuring out how to get it. And a lot of my staff have worked with me at multiple publications and have worked their way up. I have watched their careers grow. A lot of them have become editors.

And what are you worst at?

Do I have to talk about that? [Laughs.] I'd rather not discuss that.

What kind of adjustments did you have to make when you went from editing women's magazines to celebrity titles?

It was mainly the changes that came with moving from editing a monthly to a weekly and figuring out how to move things. Now I love being on a weekly.

What is the next step in your career? There are rumors that you are ready to make a move.

My next step is continuing to grow all the great magazines and brands here at American Media.

Which magazines do you spend most of your time on?

I focus more on Star, Shape, Country Weekly, Natural Health and Fit Pregnancy.

Eventually, say 10 years down the line, what would be your dream job?

Who knows 10 years down the line? I'm very happy to be here and work with these terrific magazines.

What did you aspire to be as a girl? Did you ever dream you'd be doing anything like this?

I wanted to be a newspaper reporter.

Did you ever do that?

Yes, I did. I worked for the Toronto Star and Women's Wear Daily. I didn't really envision myself as a magazine editor. 

What are some of the changes that your group's publications are undergoing under your tenure?

We're working hard on growing our web sites' content.

It must be fun to be in charge of the National Enquirer.

Actually, I don't have much to do with the Enquirer, and that was deliberate as we turned Star into a glossy magazine. It was important to separate them, for the public perception.

What is the story about Star's circulation? Have you had trouble keeping numbers up? Are celebrity titles played out?

Our newsstand is very good, although with all publications it is up and down. Celebrity titles are in great shape.

Who are the main advertisers in celebrity weeklies?

Beauty advertising and entertainment are probably our top advertisers.

Is it true that your offices are moving?

That has already been addressed in the media. No.

How do celebrities get to be the hot star of the moment, always on your cover, like Jennifer Anniston and Brad Pitt and Britney Spears? How do you decide who is the It girl or guy of the moment?

We have covers on the people our readers are most obsessed with. They tell us by the newsstand. They keep selling.

Readers like to hear about all the scandals . . .

They like to hear about good things too! Marriages, pregnancies ... they like to hear about the "stables."

Brad and Angelina are the golden couple of Hollywood. Angelina is probably the most beautiful sexy woman in Hollywood. It is clear Brad wants a family and that he enjoys spending time with Maddox.

They took over an entire country to have their baby. They are not like your neighbors. They are very wealthy, good-looking and outspoken. 

How do you see Star fitting in with the other celebrity weeklies? What is its niche?

We break a ton of big celebrity news, like last week we broke the story about Sheryl Crow adopting. It is about good sources and good reporting.

I bet a lot of people who think of these publications as trashy have no idea of the quality of writing and the humor infused in magazines like Star. What kind of people write for you?

Some have journalism degrees. Others came up through the ranks. I have terrific writers who went to the University of Not-Famous and others who went to tough journalism schools. I look for people who are enthusiastic and willing to work hard, devoted, inquisitive and like celebrities.

You have a reputation for having your finger on the pulse of what the
American public wants. What do you know appeals to readers besides
celebrities?

Fashion and beauty. I am constantly getting letters about these topics.

What magazines and newspapers do you enjoy reading? Any that you think really stand out in their category?

I read the Daily News and the Post. The Times. The Wall Street Journal does an excellent job. Aside from national news, with style and entertainment trends I go to a lot of web sites. I check out competitive web sites, news and women's web sites.

Is there anything else you'd like to talk about?

I don't think people know how big Star is. It has 10 and half million readers. And three out of every five dollars spent on magazines is spent on celebrity titles. It is a very powerful way to reach young women between 25 and 34.

I also think that it's interesting how celebrities have invaded the national news.

Like Anderson Cooper interviewing Angelina Jolie?

Exactly. Celebrities realize their power. Brad and Angelina are very smart. They understand their power and use it to do good. They understand how to make use of the media to have a positive impact.  They are using celebritydom to do good. It is a double-edged sword.

Anyone else who stands out?

I think lots of people are parlaying their celebrity in this way. Bono has done a lot of good, Michael J. Fox has raised money for spinal research. He's a tremendous advocate.