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.