Vogue wasn't the only magazine to take this advertising strategy. Vogue's sibling magazine W sold 204 ad pages into their issue, which was 25% more than last March-- including 20 ads from Saks Fifth Avenue. Other magazine increasing their ad pages in the March and September issues include, Elle Magazine, Harper's Bazaar, Allure and Glamour.
But why September and March? Because marketers use them to introduce the Spring and Fall collections. Fashion is dependable on change. If everyone waited for their clothes to wither out, there would be no fashion industry. Introducing these collections ignite consumer spending.
The most important question is: Will the fashion magazines continue to show promise? Our answer will come in the September issues.
Credit: Ad-Page
It is very important, especially in the September issue to get as many advertisers as possible in fashion magazines. Not only is it time for their fall/winter collection to come out, but it is one of the most important/most bought magazine of the year. Magazines want to have the best models/actors on the covers, the best editorials inside, and most importantly they need advertisers. It cost a lot of money to create quality editorials and stories in fashion magazines. The costs of booking the best models, best photographers, and best stylists gets high. If the magazine did not try and get as many advertisers for the September issue, then they would not be able to produce great stories within the magazine. Advertisers want to know they are spending their money right and placing their ads in the best magazines. If your magazine can't put together a good September Issue, then they will miss out on all of the eager fashion houses and brands that need to get their latest f/w ad out to the public.
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