High fashion meets a high ABC due to subtle editorial changes, Alex
She is glamorous and stylish, associated with all the right people, and
now she’s increasingly popular - if Vogue were a woman you’d love to
Vogue has reached its highest circulation ever- 201,187 - in the latest
ABC figures. Achieving any increase in a mature monthlies marketplace is
an achievement in itself. Vogue has never tried to compete in the
circulation war between IPC Southbank’s Marie Claire and the National
Magazine Company’s Cosmopolitan, yet it continues to get ’It girls’ to
part with their ’hard-earned’ cash.
Vogue has always been the ultimate coffee-table accessory and fashion
bible, yet subtle changes have turned it into a more rounded editorial
product while retaining the high ground on fashion issues.
This emphasis is not just an editorial one. The advertising sales
influence is now focused on fashion/luxury goods clients, while ad
revenue from the fragrance market has dropped. However, ads have always
been part of the appeal for the Vogue readership, so now we just have a
different variety of ’advertising clutter’.
One of my concerns as a media buyer buying into Vogue is the falling
proportion of readers from the ABC1 demographic. This is a common
complaint among glossy magazines. Titles such as Tatler and Harpers and
Queen have similarly seen their circulation/readership gains coming from
the oh-so-aspirational C2s.
With such circulation achievements, it is crucial that Vogue does not
become blinded by its own success in the same way some popular and
glamorous women do (mentioning no names) and price itself out of the
market - Vogue needs us as much as we need it.
Alex Russell is an associate director of CIA Medianetwork.