Fashion Magazines Turn the Page
For so long you’ve had your favorite fashion magazines delivered to your mailbox.
Freshly sealed in their virgin plastic covering, the perfumed pages not yet opened to release their synthetic lotus blossom scent, when it occurs to you something’s wrong, and it’s not just that lotus blossoms totally don’t smell like alcohol.
And on this particular day you think to yourself that driving a hybrid, eating less red meat and drinking from your reusable bottle isn’t enough, that maybe getting a monthly subscription, though indulgent and fun, isn’t very, well – to overuse the term – eco.
You’re not alone, lady friend. And by the looks of magazine sales, you’re getting more options to turn to the computer and flip.
Anna Griffin founded high-brow eco-magazine Coco Eco in September 2008; the website says “this is the modern girl’s style guide on the road to being gorgeous, glamorous and green, and your new source of everything eco-chic, that’s good for our planet, and good for you too.”
I agree.
Though original in her initial approach, other publications like Lucky and Women’s Wear Daily have invaded the once tacky idea of making high fashion internet-friendly.
According to an article in Econsultancy, September 2007 had fashion behemoth Vogue at its height of ad pages. Weighing in at almost five pounds, the magazine had 840 pages. 727 of those were ads. But ad pages have been in decline ever since. This month, the magazine came in at 429 pages, with a 36% decline in ad revenue from last year.
No surprise to any of us that the magazines are failing for lack of advertising and a paucity of creative innovation. Didn’t they see this coming?
Look for more publications from Conde and Hearst to jump on the bandwagon incorporating video and social media from fashion shows, design weeks and yes, I’m guessing advertisers.
Or just follow us – why would you want to follow anyone else?
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6 Comments
September 9th, 2009 at 3:48 pm
I love printed magazines and I’m in heaven now that I’ve moved to the US because the subscriptions are such astonishingly good value! Fortunately all the magazines I’ve subscribed to so far don’t come in shrink wrap or any packaging, just with an address label on the cover.
I love websites too – especially this one – but it’s not an either/or proposition for me. I read online and printed magazines in entirely different ways.
Reading something online is not _always_ greener than reading something on paper. It depends on time spent reading and whether you pass your magazines along to another reader as I do. One study I read said that you spend less than half an hour reading a newspaper you should read it online and if you spend more than half an hour you should read it in print because the energy consumed on your computer overtakes the energy used to produce and print the paper at the half-hour point.
One advantage of a magazine website is that you are not buying whole magazine and then reading one article, which can happen if you don’t prune your magazine subscriptions.
September 9th, 2009 at 4:18 pm
Thanks Caitlin. Good points made and taken.
September 9th, 2009 at 8:43 pm
I have fallen in love with fashion blogs and websites because I don’t have a stack of magazines in my room and I’d rather read and hear from “real people”. If I want advertisement, Ill do a Google search for something I’m looking for.
Though I like the occasional magazine to cut down on boredom at the airport, or when I dont want to look at a bright screen, I think the online independent fashion scene as won me over.
September 10th, 2009 at 5:28 am
I agree Carla! Thank you for always commenting by the way
September 10th, 2009 at 8:44 am
Hey, Amy – I wasn’t saying you were wrong, just adding to the conversation!
To be fair, I don’t tend to subscribe to fashion magazines. I do subscribe to travel, food and current affairs magazines though.
September 10th, 2009 at 10:42 am
Nicely written, Amy! I was blown away by the research..the weight of those iconic journals. I have lamented the loss of the tactile gratification of writing and editing for magazines, holding that article in my hands. Reading it on the John. But new media, such as your fashion blogs, support the argument for quality above quantity. I get my yaya’s out at the hair salon, perusing their slew of magazines. Meantime, I’m on board for the new Coco Ecos!
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