Beauty in the East

Found this article in an UK website, it was about Vogue's performance in the UK this year is not that good in the first quarter, with advertising page falling by 20%, but in their Feb issue, they recorded their highest ever circulation by running with a popular tabloid celebrity on the cover and report the tab0oid news to push its sales. Below is website link.

http://www.guardian.co.uk/media/2009/feb/12/cheryl-cole-helps-lift-vogue-sales

The girl they ran with is Cheryl Cole the lead singer of a girl pop band, Girls Aloud and the husband of a famous English footballer. She’s a very popular figure amongst the mass media, but generally would be considered as quite ‘down-market’ for a Vogue cover. Obviously desperate times lead to desperate measures.

It is interestine to see that the magazine market in many countries is a very soft this year, the falling of advertising page shows that advertisers are not using magazine as much compared to last year, either budget has been cut or the investment went to other media, which are more effective and have higher ROI.