Vogue Magazine which a luxury design and lifestyle magazine continues to appeal to both readers and advertisers via its 'handbag' sized print.
According to statistics, more than a million British consumers have stopped reading print magazines or cancelled their subscription to them due to the up-rise of news via digital forms such as websites and apps and the easy accessibility to have content catered and up to date all the time, unlike print.
Nicholas Coleridge who is the international president of Vogue said that print content in the digital form such as using an iPad will never match the experience of the 'magazine moment' He explained that the psychical aspect of magazines will always be different to looking at a screen. He quoted: "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.” - The way Coleridge explains this phenomenon is entirely correct. This example can also be set side by side with Photography where a photo may look great on the screen but once it is printed on textured paper with vibrant inks, it will be ten times more impressive and will be appreciated more.
Advertisers can take advantage of print in this way too by modifying the magazine with small reader interaction by adding flaps or even spraying the page for smell (commonly used by perfume advertisers).
- While 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.
- Vogue sold 135,000 copies in 1989 but now sells about 200,000 on average.
- Tatler has grown from 25,000 to approximately 90,000 readers.
- GQ is up from 40,000 to over 100,000 readers.
So to summarise, it seems that that print companies are still fighting back for its place in the market-space. Vogue is pushing their luxury branding even further to consumers and I think this is a good idea. When it comes to design and the development of high-end brands it is important to present ideas in the physical form. Brands will continue to choose to advertise in magazines such as Vogue because most of the audience will be in the desired social class (upper) and therefore sales are more likely to be made for those brand instead of going for the modern CPM based online advertising which requires high knowledge of it users. Essentially, online advertisement is targeted and print advertisement is targeted by the reader because it's their choice to make the purchase of the magazine.
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