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Magazine fact of the day
Of Vogue’s 840 pages, 727 are ads, or: 13 percent is editorial.
Here are counts for other magazines.
Posted by Tyler Cowen on September 3, 2007 at 11:16 AM in Current Affairs | Permalink
Comments
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.
Posted by: liberty at Sep 3, 2007 11:45:30 AM
Actually the link gives the total page counts for a number of magazines but doesn't give ad-to-editorial percentages for any except Vogue.
Posted by: Peter at Sep 3, 2007 12:12:07 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.
Posted by: Pat Mathews at Sep 3, 2007 12:47:45 PM
Narrow topic journals can solicit ads for the niche market. Magazine buyers purchase despite the low quality editorial content. For magazines that appeal to customers with broad tastes, say "Time" and "Newsweek," many customers will find value in only a few of the ads with most causing disutility. In this case the editorial content must be good enough to compensate for the advertising disutility. This suggests that editorial quantity and quality should be positively related to equilibrium subscribership and the breadth of subscribership.
Posted by: MW at Sep 3, 2007 12:59:42 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.
Posted by: robertdfeinman at Sep 3, 2007 1:30:10 PM
It's September. It's always that big with that many ads. It's the most important issue of the year.
Posted by: TJ at Sep 3, 2007 2:20:16 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.
Posted by: Andromeda at Sep 3, 2007 3:22:31 PM
Long before websites came up with the idea of user-generated content, fashion magazines came up with advertiser-generated content. The ads are what people want to look at when they pick up the magazine.
Websites are behind the curve. Someday a website will figure out a way to charge people for the privilege of creating its content.
Posted by: at Sep 3, 2007 6:48:30 PM
"Someday a website will figure out a way to charge people for the privilege of creating its content."
Blog networks with paid accounts.
Posted by: Jacqueline at Sep 3, 2007 9:16:35 PM
Ads in Vogue are good, W is even better because it's the same ads, slightly more selective, and bigger sized. Subscriptions to magazines like this are practically free (eBay), the cost to place an ad is very close to the marginal production cost.
Posted by: Paul N at Sep 3, 2007 9:35:31 PM
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.
Posted by: Christina at Sep 4, 2007 9:05:02 AM
i'm curious to see current and historical counts of the ad/editorial space in the new york times and other major papers
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