Back from the Dead?
I kind of understand Newsweek's troubles, but I am mystified by the survival of magazines like Vogue, Elle, and Harper's Bazaar. In fact, they are thriving.
A recent uptick in ad sales for the fashion mags seems to be ending a nearly year-old slump in advertising, perhaps signaling an end to the problems of the whole industry.
What am I missing? I buy a fashion magazine about once every two years, when I’m embarking on a long trip somewhere, usually alone. Yeah, the pictures are pretty. But the last time I was actually engrossed in a fashion spread was when I was 13 and got a hold of the "Back to School" issue of Seventeen. I have to figure that most women over 30 -- at least those without a personal stylist -- have the same approach to fashion I do: You get by with what you got. I only purchase when I have a purpose.
Just yesterday, I was unpacking boxes of clothing following our recent move from the city to the suburbs. I pulled out the impractical sun dress that has gone unworn for eight straight summers. It’s white and sort of lacey with a crocheted bouquet of flowers along the waist. Not exactly the kind of thing I can wear while playing in the sandbox with the kids.
Of course, I can imagine a Vogue-ish scenario whereby my husband and I get away for a night and stroll along the water while a warm summer breeze gently swirls the skirt around my ankles. But, realistically, the only body of water we’re likely to be near together anytime soon is the public pool and the only thing swirling the skirt will be my little son using it as a napkin for his yogurt fingers.
Am I totally off base here? It seems to me that the demographic for fashion fantasy is on the young side, but teenagers and 20-year olds (a) don't have loads of disposable income and (b) have waaay more options than they used to to get this kind of content for free. I don't get it. Who's buying these things?
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Comments :
May '10
Re: Back from the Dead?
Its all about demographics Ursula, and you (I suspect) like me, are part of the lost Generation X that marketers couldn't care less about. The money is with the Boomers and with their children (the even-larger Gen Y) who now range in age between 19-34 -- perfectly pitched for fashion magazines which are, of course, cheaper than, well, fashion. But they will very soon start having babies and then we'll be subjected to TV shows and magazines about children under 5. The one benefit is that college acceptance will grow less competitive for the next 15 years or so, so you and your husband and your yogurt-fingered son can look forward to that at least.
May '10
Re: Back from the Dead?
Of course when I first saw your headline, I assumed you were going to be writing about the Helen Thomas brouhaha...
Re: Back from the Dead?
Hah! She's more like the un-dead.
May '10
Re: Back from the Dead?
Trace Urdan:But they will very soon start having babies and then we'll be subjected to TV shows and magazines about children under 5.. · Jun 7 at 2:27pm
I'm not so sure Trace...I'm at the top end of that generation, and being married w/children makes me something of an anomaly amongst my friends. Most of them are over 30 or pushing it, and they love to talk about fashion. But, it's not just the shoes and the jeans. Their lives actually seem to revolve around fashion. They also devote hours and hours to yoga, have all the PC political views, and consider themselves "foodies". Pretty much if it's fashionable they love it.
May '10
Re: Back from the Dead?
Teenagers and twenty year olds don't have loads of disposable income? What decadent crumbling fin-de-siecle empire are you living in? They're rolling in cash. I make a point to borrow from them at every opportunity. They never even ask for it back.
And they ain't buyin no Newsweek, I'll tell you that for free. Though Harper's Bazaar sort of surprised me.
Also, there are quizzes.
PS: My attorneys will contact you shortly re lack of response to my Derby question. They're pioneering the exciting new realm of "loss of bet" class action suits.
Re: Back from the Dead?
Kennedy Smith: Teenagers and twenty year olds don't have loads of disposable income? What decadent crumbling fin-de-siecle empire are you living in? They're rolling in cash. I make a point to borrow from them at every opportunity. They never even ask for it back.
And they ain't buyin no Newsweek, I'll tell you that for free. Though Harper's Bazaar sort of surprised me.
Also, there are quizzes.
PS: My attorneys will contact you shortly re lack of response to my Derby question. They're pioneering the exciting new realm of "loss of bet" class action suits. · Jun 8 at 12:13am
Well, I agree some teenagers might have, what, $20? $30? to spend a week. So, yes, they can buy magazines. But would they really buy Vogue? Which features fashion in the $300-$1000+ range? So, they spend $5 every month to look at pictures of things that are totally out of their price range. And these kids, along with rich fashionista Hollywood types, help keep these magazines afloat? I guess that's what I'm missing. As for the quizzes, etc. isn't that more Cosmo and Glamour and Self? I kind of get the appeal of those, for what it's worth.
Re: Back from the Dead?
Yes, Trace, agreed. I'm definitely part of a "lost" group of people :) And, as for this future benefit I may get out of it, I can't wait. I've got a couple of yogurt-fingered girls, too, so I can use all the help I can get.
Re: Back from the Dead?
Kennedy Smith:
PS: My attorneys will contact you shortly re lack of response to my Derby question. They're pioneering the exciting new realm of "loss of bet" class action suits. · Jun 8 at 12:13am
Kennedy, is this directed at me? I'm totally willing to believe I've lost a bet by writing something dopey, but I'm confused. Could you remind me what I said/bet on re: Derby?
May '10
Re: Back from the Dead?
Ursula Hennessey
. Could you remind me what I said/bet on re: Derby? · Jun 8 at 6:06am
Well, nothing, as far as I know. Precisely the point. Surely I coulda scooped loads of cash if you had. I'd be wheeling them out like Weimar Reichmarks. Sadly, sans your insight I bet on some tomato can named Stately Victor out of quiet desperation. Flying blind, I tell ya.
Mainly, I'm just ticked that First Dude keeps getting barely beaten. That's a good horse.