InStyle in Russia

InStyle magazine is now in Russia. The first Russian issue is on sale in major Russian cities from the 29th of August. What an event! InStyle Russia marketing director Yulia Donnikova (before she was Elle Russia marketing director) said in an interview to Fashion Guide that they plan to spend 4 million US dollars on ads. It’s quite a sum of money by Russian standards. Glamour Russia magazine, for example, spent 5 millions USD and its ads were quite “visible” at least in Moscow.

Almost no one in Russia heard about InStyle. Isn’t it reasonable to give potential readers some time to get to know the logo of the magazine? Why was it necessary to hide half of the logo with the head of the cover girl? Should readers guess themselves what InS…e means?
Usually at a start up of a new magazine editors try hard to fill first issues with very interesting content. Somehow InStyle first issue looks like a fashion sales catalogue complete with price tags and addresses of stores where one can buy them.