Fashion Magazines: In or Out?
When September rolls in, fashion magazines usually come out with one of their best issues and are particularly thicker with many ad-rich contents. Not so much in this case, this year as WWD reports upcoming September issues will be thinner, with less than half their usual ad pages.
What is happening? Are printed fashion magazines on its way out?
According to David Lipman of the Lipman ad agency, there has been a significant drop in magazine ad sales because “marketers are panicked right now”. You can blame it on global economic woes. Luxury advertisements just don’t seem to appeal to most people right now. Media analyst say this could last until middle of next year. And what would that mean for the fashion magazine business? It could mean business will be harder in the next couple of months, with the last quarter of 2009, most challenging for the industry.
Still, insiders expected this. Low retail sales of luxury goods and even items at retail stores like Costco, seemed to be a good indicator.
Many fashion brands have also turned to a cheaper, flexible, easily quantifiable and more effective means — online advertising. According to the report, while print ads are down, internet ad investments have increased to as much as 10% this year.
Says David Lipman: “There’s no doubt that there are zillions of eyeballs online. If you think you don’t need traditional media, you’re going to fail. But you also need how to get to consumers through social media, networking, blogging, tweeting.”
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- Posted in Fashion News on July 27th, 2009
