Magazine fact of the day

by on September 3, 2007 at 11:16 am in Current Affairs | Permalink

Of Vogue‘s 840 pages, 727 are ads, or: 13 percent is editorial.

Here are counts for other magazines.

9 comments

liberty September 3, 2007 at 11:45 am

Yeah, I have never understood it, but that is why people buy it – for the ads.

It is more often true when men say that they read Playboy for the articles than when women say (if they ever do) that they read Vogue for anything editorial.

Pat Mathews September 3, 2007 at 12:47 pm

Way, way back when, Ms Magazine decided to experiment with going commercial and found that the advertisers expected to dictate the entire content of any women’s magazine, to the extent that one of them pulled his ads from them because they ran an article on Russian women (back when the Soviet Union was still in business) and showed a picture of one (gasp!@ horror!) without lipstick.

I don’t think anything has changed since, since we’re just coming out of two or more very commercialized decades.

robertdfeinman September 3, 2007 at 1:30 pm

My takeaway is that the rich still have money to spend. The NY Times’ special magazine sections on fashion and travel are always much larger than their regular weekly magazine for the same reason.

The contrast between the lifestyles of the wealthy and the rest of us is what breeds resentment among some and envy among others.

There are actual postal regulations on what percentage of a magazine must be editorial content for it to qualify for second class rates, otherwise it has to pay third class (junk mail) rates. I imagine that Vogue manages to meet the requirement. There is a lot of flexibility as to what constitutes “editorial” material.

Andromeda September 3, 2007 at 3:22 pm

Sure, why not? What’s Vogue about? Fashion and beauty. Where do you see what clothiers are selling this season and what people think is hot these days? Models in ads. Seems like the editorial covers pretty much the same ground as the ads, just in text rather than picture format (and a bit more help with things like where to find the makeup), but the text costs you money to write, whereas people pay you to run the ads. So 700 pages of ads, everyone wins.

I guess. It’s sort of a bummer for people who buy fashion mags to laugh at the articles. But I don’t think they’re the target market.

Jacqueline September 3, 2007 at 9:16 pm

“Someday a website will figure out a way to charge people for the privilege of creating its content.”

Blog networks with paid accounts.

Christina September 4, 2007 at 9:05 am

My favorite scene in The Devil Wears Prada features Meryl Streep as the Anna Wintour-type editor for a Vogue-type magazine looking over outfits to feature in the next issue. As she rifles through the racks she asks, “Where are the advertisers?” So even the editorial content is an ad in those mags.

Later in the scene is when she excoriates the young assistant who foolishly calls fashion “stuff.” She impatiently explains how fashion filters down from couture to Wal-Mart, thus affecting everyone. It’s a great scene in a very good movie.

jack January 7, 2008 at 1:25 am

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Thanks.

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