WALLPAPER: AN EXPERT’S VIEW - Wallpaper’s strong global coverage is marred by too many ads

Gay or straight, male or female, young hipster or mature parent, Wallpaper succeeds in appealing to a massive international audience. Hence the magazine’s 39 per cent year-on-year increase in circulation to 112,404.

Gay or straight, male or female, young hipster or mature parent,

Wallpaper succeeds in appealing to a massive international audience.

Hence the magazine’s 39 per cent year-on-year increase in circulation to

112,404.



I think Wallpaper is a gorgeous magazine, but I’m not sure how I feel

about the huge amounts of ads. A lot happier no doubt than the wasp I

beat the crap out of on Sunday afternoon with the 387-page September

issue.



Anyway, ads. Loads of them, shot by some of the world’s leading

photographers.



So fabulous that I thought they were pages of editorial. Perhaps a few

ads from the likes of Ikea might help. Very American to put so many ad

pages at the front before you get to the flannel panel. Pissed me off a

bit.



Mind you, the fashion features - which I love - are not dissimilar to

the ads themselves. The ’After Hours’ article boasts a strong editorial

idea and quirky photograph but it could easily be a Diesel ad. And the

food feature, ’Night Moves’, is stylistically akin to the latest Levi’s

press campaign.



I adore Wallpaper’s use of illustration and I admire the intelligent

writing, which combines wit, cool, history and a popular culture

perspective. But, due to its size, I find it difficult to concentrate on

reading the magazine through; for me, it is something to be dipped into

whenever I have the time and provides me, as a journalist, with a

brilliant research tool.



Wallpaper’s mission statement - ’Wallpaper is a magazine for urban

modernists and global navigators. Aimed at an international, dual

audience, Wallpaper covers interiors, architecture, entertaining and

travel.



period’ - could be regarded as pretentious. But the editorial director,

Tyler Brule, and his team should be applauded for producing a truly

international publication that makes what is happening in Sydney, Los

Angeles or Milan relevant to the reader’s interests. The travel section

is one of the best-researched and concise travel spots I’ve ever

seen.



Because of this unique and seamless global coverage, I believe

Wallpaper’s format would work just as well as a piece of television.



Jane Austin is the editor of Campaign Screen



Publisher Time Life Entertainment Group

Cover price pounds 3.40

Frequency Monthly

Circulation 112,404

Ad rate (full-page colour) pounds 6,500

Advertisers include Versace, Evian, Gucci, Finlandia Vodka, Bang &

Olufsen



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