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WEDNESDAY, NOVEMBER 25, 2009
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Crunch Puts Crimp in Luxury Ad Sales

As consumers budget, luxury brands slash promotional spending

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(Newser) – The echoes of the economic crisis continue to reverberate, with luxury brands trimming spending on newspaper and magazine ads as their target audiences cut back, reports the New York Times. Display advertising was already in decline, and spending on luxury items, which started softening in the spring, fell off a cliff in October. Says a consultant: "This has really hit quite hard at the top, and quite quickly at the top."

Magazines that usually are jammed with holiday ads have seen ad pages plummet 22% from a year ago. Auto and hospitality advertisers are especially hard hit, but uncertainty shadows luxury retailers across the board. "We’re definitely not taking on any new advertising," says a British diamond purveyor. "And we’re cutting back on all our current advertising."

Declining ad buys trimmed
Declining ad buys trimmed "Vogue" magazine from 284 pages last December to 221 pages this year as luxury brands tightened their belts.   (AP Photo/Vogue)
Graff Diamonds is cutting its advertising as the economic woes in the US and globally continue to worsen.
Graff Diamonds is cutting its advertising as the economic woes in the US and globally continue to worsen.   (AP Photo/ Geoff Caddick/PA)
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It’s definitely an environment that most have never seen. Everyone is very concerned and somewhat confused as to what they should do.
- Ed Ventimiglia,
Publisher of Departures

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