Still in vogue: luxury magazines defy print market gloom
Summary: In this article, it explains that Vogue and design and lifestyle bible Wallpaper - the luxury magazines appear to be defying the advertiser and reader exodus rapidly eroding the rest of the magazine market despite the 100 years of Vogue. This is in contrast to the fortunes of the luxury magazine market, which appears resilient to the wider change in consumer reading habits in the digital age.
International president of Vogue; Nicholas Coleridge said that content on a table or Ipad cannot match the experience of that "magazine moment." "It is very hard to replicate the physical allure of a luxury magazine on other platforms.""Many people say that press advertising is dead or dying, but glossy magazines are holding their own,” said Jo Blake, head of publishing at Havas Media Group.
[] More than a million British consumers stopped buying print magazines, or gave up their subscription, in the year to the end of June.
[] NME has been forced to go free to find an audience as paying print fans dry up.
[] Titles such as Loaded, Zoo, Nuts, FHM, Company, InStyle and Reveal have closed or embarked on digital-only reimaginings.
[] WPP’s Group M media arm has forecast print ad spend on consumer magazines in total will fall 14% this year, to £320m, the luxury market is breaking records.
[]Vogue’s centenary issue in June, which featured the Duchess of Cambridge on the cover, was at 464 pages its biggest ever – and contained a record number of pages of advertising - 264
[]Time UK’s Wallpaper – in its 20th year – put out a record 508-page edition in September with a bumper 230 pages of advertising.
[] Cara Delevingne’s appearance on September’s Vogue helped drive sales to 230,000, pointed out that a number of its luxury titles are doing better than in the pre-internet days.
[]Vogue sold 135,000 copies in 1989 but now sells about 200,000 on average
[]GQ is up from 40,000 to over 100,000
My Opinion: Even though print is dying, there is something about magazines especially fashion magazines that do attract an audience to buy a physical copy. This can be due to the celebrities on the cover or an issue that is discussed in the magazine. As Nicholas Coleridge said “It is very hard to replicate the physical allure of a luxury magazine on other platforms - this could be due to the fact with the sheen of the paper, the way that the ink sits on the page, the smell of money and desire that wafts off the page. Readers move into a different mode when they engage with a glossy. Advertisers understand this." This could be a persuasion for the audience to buy the magazines.
No comments:
Post a Comment