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Fall Fashion Mags Shed a Few Pounds

Advertisers slowly turn to the Internet

By Matt Cantor,  Newser Staff

Posted Aug 17, 2009 10:50 AM CDT
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(Newser) – Fashion magazines’ typically beefy September issues are nearly a third skinnier this year as advertisers drift away from print, the Wall Street Journal reports. Vogue, for example, boasted 840 pages in September 2007; this year, it’s just 429 pages, a 36% drop from last year. Advertisers are trying out space on the magazines’ websites, as well as campaigns on Twitter, YouTube, and online fashion hubs.

Fashion advertisers have been reluctant to leave print, fearful of losing their target audiences and concerned their classy images wouldn’t translate digitally. Louis Vuitton, for example, “more than doubled” its online ad spending last year, the Journal notes, and Diane von Furstenberg spent online for the first time. “Times were good for the last two years, and the marketers were fighting the need to go online,” but in the recession, “it's an absolute necessity,” said an advertiser.

Magazine advertisers are slowly shifting toward the internet.
Magazine advertisers are slowly shifting toward the internet.   (PRNewsFoto/Iconix Brand Group, Inc.)
In this image released by Vogue, actress Sarah Jessica Parker is shown on Vogue magazine.
In this image released by Vogue, actress Sarah Jessica Parker is shown on Vogue magazine.   (AP Photo/Vogue)
Vogue magazine editor-in-chief Anna Wintour sits in the front row of a runway during Fashion Week in New York, Monday, Sept.8, 2008.
Vogue magazine editor-in-chief Anna Wintour sits in the front row of a runway during Fashion Week in New York, Monday, Sept.8, 2008.   (AP Photo/Richard Drew)
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COMMENTS
Showing 2 of 2 comments
cognitivefilter
Aug 18, 2009 5:43 AM CDT
nooo, full page glossy ads are better than most of the dumb articles!!!
Nwambe
Aug 17, 2009 5:50 AM CDT
Good Lord, Sarah Jessica Parker looks more like a horse than anyone I've ever seen.

 
fashion • Louis Vuitton • online advertising • marketing • magazine • Vogue • print advertising • advertisers • Diane Von Furstenberg • magazine industry • Jay-ZTV

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