Fashion’s Advertising Frenzy

Women’s fashion magazines with the most ad pages from the sector.

Weddings are a $55 billion business, which might explain why the advertising race to the altar is in full force this year for women’s magazines, as three bridal titles vied for the top slot with the most fashion advertising pages over the past 12 months. TNS Media Intelligence has compiled a list of the women’s magazines with the highest number of fashion ad pages — “fashion” here defined as apparel and accessories ads. By company, Fairchild Publications (which owns WWD) had three of its magazines in the top 10. Hearst Corp. scored two, as did Condé Nast Publications (which, like Fairchild, is owned by Advance Publications) with Vanity Fair and Vogue. Both Time Inc. and Hachette Filipacchi Media had one representative in the top 10.

BRIDES
Number of fashion advertising pages between September 2004 and August 2005: 1,525.2
At the top of the list, with 28 percent more fashion ad pages than any other women’s magazine, is Brides (owned by Fairchild), whose pages boast designer wedding dress advertisements from Priscilla of Boston, Badgley Mischka, Jim Hjelm and Monique Lhuillier. Accessories such as wedding bands are featured in ads from Bailey Banks & Biddle and Cartier, among others.
MODERN BRIDE
Number of fashion ad pages: 1,195.8
The second bridal publication in the trio at Fairchild (the third is Elegant Bride) rose 6.5 percent in fashion pages versus the same period a year ago. Modern Bride is geared more toward the young, hip bride, while number-one-ranked Brides appeals to a more traditional one. In addition to its features on bridal fashion, beauty tips and fitness, the magazine includes a honeymoon and general travel destination section, titled “Modern Travel,” in the back of each issue.
IN STYLE
Number of fashion ad pages: 1,029.4
WWD profiled advertising in the publishing industry in April, noting the struggle to keep fashion advertising alive abroad in the face of the weak dollar. Spending by European fashion houses — especially Italian brands — has been a challenge, since their goods have become more expensive in the States. Said Lynette Harrison, publisher of In Style, “Our European fashion business is growing, but it continues to be affected by the exchange.”
BRIDAL GUIDE
Number of fashion ad pages: 1,023.4
Published by RFP LLC, Bridal Guide is another popular newsstand attraction, providing brides with the resources they need for the big day. A host of ads for wedding and bridesmaid dresses and accessories are featured, along with retailers who are looking to advertise their stores’ wedding registries, such as Bed Bath & Beyond, J.C. Penney and Kohl’s.
VOGUE
Number of fashion ad pages: 906.8
Vogue’s October cover features Gwyneth Paltrow in a Dior haute couture fall-themed floral hat. Paltrow recently signed on as the new face of Pleasures, an Estée Lauder fragrance. A total of three scented fragrance ads, including Cacharel’s Promesse, Chanel’s Allure Sensuelle and Stella McCartney’s first scent, Stella, are splayed throughout the magazine, along with a versatile lineup of retailers and designers, from Gap and Ann Taylor to Gucci and Prada.
TOWN & COUNTRY
Number of fashion ad pages: 787.1
Billing itself as “America’s premier lifestyle magazine for the affluent,” Town & Country is a 159-year-old publication that focuses on fashion, travel, design, beauty, health and the arts and antiques. October’s issue features Julia Louis-Dreyfus on the cover and includes a story on Coach Inc.’s president and executive creative director, Reed Krakoff, and his home in Southampton (Krakoff was featured in last week’s WWDList as one of the highest-paid apparel executives). Another story profiles Limited Brands’ founder and chief executive officer, Leslie Wexner, and the community he helped develop into a retail and residential haven, New Albany, Ohio.
ELLE
Number of fashion ad pages: 755.3
Revealing a very pregnant Britney Spears on its October cover, Elle Magazine’s advertisements include trendy retailers such as Banana Republic, Tiffany & Co. and an eight-page foldout from H&M. Designer ads such as Versace, Dolce & Gabbana, Calvin Klein and Fendi surround the “Elle Fashion Reporter,” “Elle Beauty” and “Elle Shops” sections.
W
Number of fashion ad pages: 725.7
Fairchild’s W Magazine (WWD’s sister publication) has pushed all the celebrity buttons this year, showcasing fashion-worthy stars such as Angelina Jolie, Katie Holmes and — most recently — Kate Hudson on its covers, while ads from Mont Blanc and Louis Vuitton feature Julianne Moore and Uma Thurman, respectively. Attracting much ado was the July 2005 spread with Jolie and Brad Pitt posing as a married couple with five young children — the title of the spread was “Domestic Bliss,” and each page highlighted images intended to reflect “a marriage on the verge of collapse.”
HARPER’S BAZAAR
Number of fashion ad pages: 704.3
Harper’s Bazaar, which was founded in 1867, jumped into the action this fall with a cover featuring Demi Moore, along with a nine-page spread and story, with the fortysomething actress modeling designs from Lanvin, Chanel Haute Couture, Alexander McQueen, Nina Ricci, Yves Saint Laurent, Viktor & Rolf and Versace. Versace also snatched up five pages of the front of the book with its own fashion ads featuring Moore.
VANITY FAIR
Number of fashion ad pages: 558
While considered more “general interest” than others in the top 10, TNS Media Intelligence nevertheless pegs Vanity Fair as a fashion read. WWD reported at the end of August that America’s obsession with the Jennifer-Brad-Angelina love triangle is so strong, Vanity Fair’s September issue became the magazine’s best seller of all time. Early projections placed the issue’s total newsstand sales at around 650,000 copies, enough to beat the previous record of 640,816, when Carolyn Bessette Kennedy was featured on the September 1999 cover shortly after her death.