|How To Stay On Top of the Heap
By: Briskman Stanfield
The appeal of fashion magazines changes as quickly as trends come and go. When too much supply from not enough demand exists, the reason is blamed on any and everything. According to Magazine Information Network, a clearinghouse for (magazine) retail sales, the newest culprit for the current magazine-sale slump is...gas.
But the good news for consumers is that desperate times call for consumer deals. Publications have been slashing prices through various discounters with offers for less than 75 cents per month. Yet, while this strategy may bail subscription sales, it does not translate to newsstands run by vendors who cannot cut prices.
The tightening of personal purse strings last quarter resulted in a 6 percent decline for (all) magazines; however, in the fashion glossies category, one managed to not only survive but (amazingly) remain on top. It was Vogue.
A powerful word that may conjure the 1990 sounds of Madonna commanding all ‘to strike a pose’ but truly belongs to the iconic, 118 year old bible of elite fashion style. Vogue is leading the newsstand pack while other’s including direct rival (Hearst’s) Harper’s Bazaar in addition to Marie Claire, InStyle, Glamour, Elle, and People Stylewatch are lagging behind in the ‘zine’ race.
So what’s Vogue’s secret to sustaining itself? Besides the fact that Anna Wintour, Editor-in-Chief (“named one of the most powerful U.S. fashion magazine editors by Forbes magazine”), has established many programs and relevant changes since her arrival in 1988, the publication never strays from its original mission.
For the magazine preserves and practices its three central principles from its early beginnings 118 years ago: “a commitment to visual genius, investment in storytelling that puts women at the center of the culture, and a selective, optimistic editorial eye.” Plus, of course, it has fabulous ads.
Yet every single, shiny, hypnotic page that attracts fans with its come-hither, luxe mystique only became a reality in 1909 when Conde Nast bought Vogue and transformed the advertising focus with his honed skills to help improve the state of the decreasing revenues for its “wealthy stockholders.”
Since then, Vogue has been an advertiser’s built-in, upscale haven to connect with readers (consumers), artistically flaunting distinguished wares, especially during beloved fall with the thickest (2009 at five pounds) edition published.
Vogue is no passing fancy, but a high-profile editorial publication with an average circulation of over 1 million; it's produced worldwide. Staffed with the finest echelon of writers, photographers,and models, gas or no gas, Vogue fuels the newsstand #1 spot by running a fine-tuned vehicle on high-fashion competence.
Briskman Stanfield is a freelance copywriter and all-around, behind-the-scenes team player.
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