Conde Nast is the latest publisher to target the affluent
thirtysomething career woman. Its 68-page special, Real Dressing, will
be bound on to the May edition of Vogue.
Publishing director Stephen Quinn denied that the supplement was a
floater for a standalone launch, insisting it was a genuine one off.
Real Dressing will carry 20 ad pages from the likes of Jaeger,
Aquascutum, Armani and Louis Feraud in addition to the 132 ad pages in
Quinn said the project was forced on him by Vogue editor Alexandra
However, taking revenue out of the market at a time when no less than
six rivals are trying to get new magazines off the ground is a classic
defensive strategy. It is also a task that the advertising sales team
would have relished.
IPC Southbank’s Nova and Emap Elan’s Frank are chasing the same
readership, as will Dennis Publishing’s PS, Gruner & Jahr’s Vital and
Parkhill Publication’s Verve when they launch later this year.
Quinn argued that an established title like Vogue, with its 200,000
circulation, was a more attractive advertising vehicle in the 30-plus
market than newcomers targeting niche audiences.
’We received a great deal of interest from a mailshot we sent out to all
our fashion and cosmetics clients, offering them an opportunity to tap
into the top end of Vogue’s readership at the 30- to late-40s age
range,’ he said. ’Then our sales team followed up like the infantry with
presentations to key media buyers such as MediaVest’s Nigel Conway and
Initiative’s Ita Murphy.’
The supplement will be promoted in the national press including The
Daily Telegraph - a first for Vogue - and the print order is being
increased for an anticipated sale of 220,000.
Quinn explained: ’The Telegraph has huge sales figures in the big
regional cities and provinces.’
Real Dressing is aimed at professional women with active social lives
and will take a pragmatic approach to dressing. It promises to tell
women how to put the new catwalk looks into practice without becoming a
There will be ideas for the summer social scene and department store
buyers will reveal how they edit the collections to make it easy for
women to bridge the gap between leading edge and mainstream.
Quinn said: ’With the social season approaching, Real Dressing will
provide examples of how to dress with panache. It will also be more
accessible than Vogue.’