Vogue millennium issue pulls in pounds 2.7m worth of ad revenue

Vogue is putting out a bumper 388-page millennium special for its December issue, on sale 15 November, with a record 288 pages of ads representing around pounds 2.7 million of ad revenue.

Vogue is putting out a bumper 388-page millennium special for its

December issue, on sale 15 November, with a record 288 pages of ads

representing around pounds 2.7 million of ad revenue.



This is a pounds 1 million increase on last year’s December issue which

carried 143 ad pages out of a total of 280.



Advertisers include Max Factor with a sponsored 20-page supplement, A

Century of Glamour, Procter & Gamble with 25 ad pages, LVMH with 12,

Estee Lauder with 10 and Lancome with eight.



’We have managed to maintain the quality of our advertising despite the

enormous volume and have not had to ratchet it up with supermarket

brands,’ said publishing director Stephen Quinn. However, the high

street is represented by a six-page advertorial from Marks &

Spencer.



The ad team has been working on the issue since the idea was first

mooted in June. ’We haven’t done a themed issue in the seven years I’ve

been here,’ said Quinn. ’Communicating and bringing advertisers with us

was a huge task. We had to make sure that we didn’t sell them a

pup.’



Back in the summer, he was unsure of its success: ’But I did another

mailing in September and it really took off. It was a real team

effort.’



The issue, which features a new design and fonts for the new millennium,

is to be supported with a six-figure promotional campaign using 48-sheet

posters and national newspapers.



The cover price for the special is to be held at pounds 3. ’Comag wanted

us to raise the price but we’d rather sell more copies and give readers

and advertisers more value,’ said Quinn.



The book is divided into two themes - futuristic and retro. The latter

utilises Vogue’s 83-year back catalogue in a Model Army story featuring

Twiggy, Jerry Hall, Marie Helvin, Yasmin Le Bon and other models from

yesteryear. Both halves have a reflective silver front cover with the

back half running the opposite way round to the front.



Vogue staged an early millennium party in July so that Mario Testino

could shoot a party feature for the issue starring Kate Moss, Naomi

Campbell, Bono and other celebrities.



Elle also put out a millennium edition with its November issue but Quinn

was dismissive. ’My editor was a bit concerned when she heard about it,

but it turned out to be a damp squib wrapped in a revolting bag.’