Abercrombie & Fitch officially announced on its Facebook page that it is relaunching A&F Quarterly: "It's Back. Mom found it under the bed. Bought another one. Bro stole every copy. Bought more. ...Girlfriend... She just shook her head, and then 'borrowed it.' Bought back stock. The Quarterly. It's BACK! Pre-order your copy today...it's got all the things A&F does best...Abs, hot bodies and a whole lot more..." Within the following days, the announcement made headlines through various reputable news sources and fashion blogs. An A&F spokesperson told Stylelist, "[A&F Quarterly will be] part of a larger marketing campaign that ties in with in-store happenings in July. [It'll be] sexy, playful, and provocative -- it's everything we love about Abercrombie & Fitch." Stylelist also became the first source to be provided a preview to the Quarterly. Soon after, Fashionista.com offered never-before-seen photography from the upcoming Quarterly. The A&F Quarterly will be part of the "Back-to-School" 2010 marketing campaign and its theme being an A&F "Hollywood screen test": A lead story will be offered mimicking American Idol: "The staff of A&F Studios opens up to editorial to explain the steps the division takes to find new, young, hot boys. The cattle-call approach to herd young talent ends with the best of the beefcake earning a screen test that 'could be the flint to spark the trip to the star'." Returning to the publication is Bruce Weber, who remains exclusive photographer for the A&F company and shot the images in February 2010. Behind-the-scenes shots will also provide a look behind Weber's A&F coveted photo shoots. Fashionista praised Weber's work as "sultry, voyeuristic, black and white...classic Weber." Sources consider the move to reintroduce the publication as a drastic attempt to boost sales in the American market. Revenue has been minimally declining since the late-2000s recession began, and the Quarterly is noticeably credited for A&F's continued success in the early 2000s in a "pre-social media" environment. Analysts noticed the increase in revenue from the 2008 Quarterly relaunch in London, and will pay attention to the results of the 2010 American relaunch. There is a majority of optimism towards the relaunch, since A&F sales have been improving recently and the Quarterly is expected to lure in shoppers. RBC Capital Markets analyst Howard Tubin mentioned that the catalog probably won't make a material difference on earnings, but added that any media exposure related to the catalog will