The Business of Magazines

[JustABoy]

The places Vogue is launching new editions aren't based on where creative talent lie.

Most vogues are very international in the brands they feature, perhaps to the detriment of companies that might most benefit from their exposure (e.g. Costello Tagliapietra has far more to gain from being featured than Chanel, but I bet we'll see more Chanel in American Vogue this year).

Anyway, Vogue is opening new editions in places where markets for the international brands they feature are growing. Chanel is as relevant in Denmark now as 10 years ago -- but the same cannot be said the Ukraine, Turkey, now Indonesia, India, China -- all the places were in the past decade we have seen new Vogues.

 

[congacon]

i couldn't agree more, there is so much talent in Norway & Sweden (Åkrans,Sundsbø,Ohlsson,Jansson), so why Thailand and i don't wanna imagine the covers we'll get...............

it's definitely not whether norway&sweden have more talents and that whole nine yard but its about demand.

thailand is a country with more than 65 millions people and their economy is growing fast. their luxury market is way bigger than norway and sweden. so it just totally make sense to have vogue thailand.

denmark, sweden and norway are countries with a few million people and their luxury market is not big so it make no sense to have a vogue edition in these countries.

 

[AL92]

denmark, sweden and norway are countries with a few million people and their luxury market is not big so it make no sense to have a vogue edition in these countries.

That's why you can have a regional one like Vogue Scandinavia to encompass all those countries

 

[congacon]

That's why you can have a regional one like Vogue Scandinavia to encompass all those countries

but they dont speak the same language so it makes no sense. and there seems not to be a celeb culture in scandinavia and people here dont seem to be into luxury goods unlike asians.

im living in toronto, and asians here are known for being big shoppers of luxury goods.

bottom line, it is all about business, and scandinavia edition of vogue just doesnt make sense to me under business perspective.

a middle eastern edition makes a lot of sense to me given arabic is a common language in that region, and there is a huge market for luxury goods over there.

 

[AL92]

but they dont speak the same language so it makes no sense. and there seems not to be a celeb culture in scandinavia and people here dont seem to be into luxury goods unlike asians.

im living in toronto, and asians here are known for being big shoppers of luxury goods.

bottom line, it is all about business, and scandinavia edition of vogue just doesnt make sense to me under business perspective.

a middle eastern edition makes a lot of sense to me given arabic is a common language in that region, and there is a huge market for luxury goods over there.

Yes, but they do all speak and understand English. Just like how Vogue India is published in English, you can also have such alternative. I understand it's all about business but I think Scandinavians have a progressive society who do buy luxury goods and there is an inherent understanding of fashion. And if going by your argument, why was Voge Portugal created then?
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[Srdjan]

I don't understand why so many people dislike the idea of the new editions of Vogue?
And these prejudices like Ukraine & Thailand are some off the map countries ??

 

[jmrmartinho]

^Simply because Vogue is no Elle, its something more exclusive. Not anymore...

 

[AL92]

I don't understand why so many people dislike the idea of the new editions of Vogue?
And these prejudices like Ukraine & Thailand are some off the map countries ??

Please, using the term prejudice is a bit extreme isn't it? Anyway, it's more of us being surprised at the way Conde Nast is developing the Vogue brand.

 

[YourMonster]

I'm excited about the prospect of Vogue Thailand. I would also like to see Vogue launch in South Africa- now THAT would be a magazine I'd buy

 

[congacon]

Yes, but they do all speak and understand English. Just like how Vogue India is published in English, you can also have such alternative. I understand it's all about business but I think Scandinavians have a progressive society who do buy luxury goods and there is an inherent understanding of fashion. And if going by your argument, why was Voge Portugal created then?
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vogue portugal and hellas are pretty much a failure. no one talk and give a damn about it. they have no identities. everything about them are reprints or left over works from other vogues.

do u want vogue scandanivia to be like that?

 

[AL92]

vogue portugal and hellas are pretty much a failure. no one talk and give a damn about it. they have no identities. everything about them are reprints or left over works from other vogues.

do u want vogue scandanivia to be like that?

Yes but like I said before, with Scandinavia's progressive society and abilities in design I don't think that would happen. Also if you look at Elle Sweden/Denmark or independent fashion magazines like Dansk or Acne, its evident they definitely have the creativity to establish a great Vogue edition.

 

[blueorchid]

^ But it's not about who has the most progressive and creative society when they're choosing which country Vogue should expand to, it's about the bottom line.

 

[Melancholybaby]

The first full issue of Carine Roitfeld's biannual magazine, CR Fashion Book, won't come out until September. But she just couldn't wait that long, so she's releasing its first installment, "Issue 0," as an insert in the next V magazine, "The Youthquake Issue," on newsstands July 5.

nymag.com

 

[VogueParisLover]

^ Great news!

 

[stereo]

they just announced Harper's Bazaar starting in Poland next Spring.
the pilot issue will be first released this Fall for a selected group of 30 thousand readers and the magazine will hit the stores in Spring. I'm expecting LOADS of reprints. hope that Polish e-i-c didn't put the US edition as a role model.

whole thing seems a bit... unnecessary to me.

 

[Melancholybaby]

Hearst Cleans Up in September 'Elle,' 'Marie Claire' soar, but with ad spending tight, outlook for fashion books is mixed. By Emma Bazilian

It looks like Hearst Magazines could end up dominating this year’s September ad-page contest. Last year, with the economy still shaky, most of the major fashion titles had gains in their most important issues of the year, but just barely. Now, with speculation about the 2012 numbers circulating, it could well be another mixed bag for fashion publishers.
Elle said it closed its September issue with 400 ad pages—a 14 percent increase over last year’s issue. Although Elle only became part of the Hearst fold last year, the company said Elle’s September would be the biggest issue in the company’s history. At 360 ad pages, Harper’s Bazaar rose 16.6 percent year over year, with most of its gains coming from the fashion category.
Marie Claire is also set to have its own record-breaking month. At 217 ad pages (237 including its @Work supplement), the September issue will be the magazine’s largest ever. The issue will include new high-end advertisers Chanel and Valentino ready-to-wear, which Hearst Magazines marketing president and publishing director Michael Clinton credited to fashion director Nina Garcia’s ongoing efforts to boost Marie Claire’s high-fashion cred.
Over at Condé Nast, W’s hot streak seems to have dissipated. Vp, publisher Nina Lawrence projected that September ad pages would be flat to slightly off from last September’s, which had 250 ad pages. She said that while jewelry was soft, the magazine managed to add several new brands, including Donna Karan fragrance, Net-a-Porter and Brian Atwood. At GQ, September’s ad pages are up 5 percent to 204 versus last year’s issue.
Likely following Vogue’s lead in holding off on releasing any data until midweek, Condé Nast’s other fashion books weren’t forthcoming with paging estimates. That could have something to do with the not-so-optimistic outlook for September issues coming from the media rumor mill. Time Inc.’s InStyle said paging wasn’t ready to release.
With publishers and media buyers agreeing that the industry’s core ad categories of fashion and beauty were particularly strong, buyers cited a couple other factors that could be giving Hearst an edge over competitors. “Hearst has certainly tried to become more competitive with Condé Nast in terms of corporate deals, so they might have been able to leverage that, with the addition of the Hachette titles, to match up better against Condé offers,” said Dennis Santos, vp and group media director at PGR Media.
Carolyn Dubi, svp of print media at Initiative, pointed out that Condé’s abundance of titles could be working against it. “Sometimes it’s a benefit, but sometimes it’s a negative for them, as in this case, because it’s not like there’s a lot more dollars in the marketplace,” she said.

adweek.com

 

[AL92]

Vogue A-Team revealed

ragtrader.com.au can reveal the latest editorial appointments to Vogue Australia, following an announcement on its fresh direction under editor Edwina McCann.

McCann offered a teaser to the future of vogue.com.au and Vogue Australia at a prestigious industry function earlier this week.

Since her appointment to the position of Vogue Australia editor-in-chief in May, industry speculation has been rife on major staff changes at the title.

ragtrader.com.au can confirm three editorial heavyweights have joined the team from rival Harper's Bazaar Australia, which McCann edited for three years prior to her recent move.

This includes Christine Centenera, who has taken the position of senior fashion editor and fashion director for soon-to-be-launched online diffusion brand Miss Vogue.

Georgie McCourt-Abay will also join the Vogue Australia team from Harper's Bazaar Australia next week, occupying the role of deputy editor.

The final major defection is Harper's Bazaar Australia creative director Jillian Davison, who is set to come on board in August.

To round up the new appointments, Vogue Australia has also recruited a picture editor for the first time.

Muffie Sproat has been enlisted to the publication following ten years as picture editor for British Vogue.

source: ragtrader.com.au

 

[honeycombchild]

It is confirmed that Vogue‘s 2012 September Issue will be its largest issue ever with 658 pages!

Grace Coddington's Facebook.

 

[tigerrouge]

That would make me think that, more than ever, advertisers have adopted the approach of saving their spend for the one issue they know the public will get, and while this is obviously better than nobody buying ads, I don't get the sense that a great September represents a general upswing, when factored into overall patterns of spending throughout the year.

But if magazines want to have a moment of glory, why not make the most of it, there's no point putting a negative spin on achieving hundreds of ad pages, especially if the figures aren't that great most other months.

 

[Melancholybaby]

More info on September issue ads

More September Wins: 'Vogue', 'InStyle' Report Record-Breaking Paging But 'Glamour' isn't faring as well

It looks like September is set to be a record-breaking month for a whole slew of fashion titles. Following Hearst’s news that Elle and Marie Claire are publishing their largest-ever issues (the former for Hearst, the latter for the magazine itself), Vogue, InStyle and People StyleWatch are on track to set their own records with impressive ad gains.
The official report from Vogue publisher Susan Plagemann has the Condé Nast flagship trouncing its competition with its largest September issue to date. With a whopping 658 ad pages, the magazine is up 14 percent year-over-year, making this the third year in a row that the title saw double-digit gains in September. Vogue isn’t releasing the total number of pages in its September issue just yet, but on Friday, it will launch a game on its Facebook page where readers can guess how big the magazine will be.
According to Plagemann, Vogue saw increases in every one of its core ad categories and added close to 150 pages of new business. In the months ahead, Plagemann expects to see further gains thanks to upcoming advertiser programs. “We’re not looking at this as a single moment—given all the investment and activity from September on, it’s really about celebrating and making September the beginning of a crescendo into our next 120 years,” she said.
There’s more good news over at Time Inc.’s Style and Entertainment Group, where InStyle is also set to publish its largest September issue ever. At 440 ad pages—a 2.3 percent increase from 2011—InStyle is marking its fourth consecutive year of September paging gains. Publisher Connie Anne Phillips said that the magazine saw major increases in fashion and beauty advertising—16 percent and 10 percent, respectively—and added new September advertisers including Missoni, Coach, Dior, Revlon and Chloé Fragrance. Several existing brands also made major paging commitments in the issue, like LVMH, whose ad pages were up 50 percent, and Ann Taylor, which is running a 22-page spread.
To support its September issue, InStyle put together an online advertiser program called “Five Faves for Fall.” Through the program’s social commerce site, consumers will be able to create lists of their five top items from participating brands, and then post that list to Facebook. Seventy-six different advertisers, from Longchamp to Loehmann’s, signed on for the program, said Phillips.
People StyleWatch is another win for Time Inc. Its September issue will be its biggest ever with 185 ad pages, up 8 percent from 2011. The title saw strong gains in fashion, retail and prestige beauty, and added more than 67 new brands to the issue.
Not everyone is looking forward to a big September, however. Glamour, Condé’s mass-market fashion book, isn’t faring as well as its higher-end sister pub. Following a banner September 2010 (ad pages grew 57.5 percent) and flat 2011 paging (but still record-breaking in terms of revenue), the magazine fell 35 pages this year, closing with 205 ad pages for September. While the fashion and luxury sectors were up and the magazine added new brands Laura Mercier and Givenchy, Glamour said that its September issue was hit hard but industry-wide loss of food and pharmaceutical advertising.
Changing gears (and gender), Condé’s men’s titles are going strong this fall. Following the lead of GQ, whose paging is up 9 percent from 2011, Details will run 140 ad pages this September, a 20 percent increase year-over-year. A spokesperson for the magazine said that paging is rising to pre-recession levels, with fashion up 23 percent and grooming up 46 percent.

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