MarketingProfs

MediaBuyerPlanner: Fashion mags have a lot to celebrate as the September issues hit newsstands this week.
Vogue boasts 625 advertisement pages, not the magazine’s best, but good enough to keep it the industry leader, The New York Sun reports. Hachette Filipacchi’s Elle has 367 ad pages and is its largest issue since 1985. The September issue of Cond?ast’s Lucky has 302 ad pages. In September 2001, its first year of publication, it had only 113.
Aggressive marketing strategies, like Lucky’s “Text2Buy” program, have helped ramp up sales.
Lucky and Vogue will also benefit from Cond?ast’s Fashion Rocks fashion supplement. Sold on newsstands, the 180-page magazine – 95 pages are advertisements – will be sent along as a free insert to subscribers of all Conde Nast fashion and beauty magazines including Allure, Glamour, Self, and W.
The Fashion Rocks project also includes a sold-out concert at Radio City Music Hall. Another factor that might have increased advertising interest in the big September fashion issues this year is the success of “The Devil Wears Prada.”