With “The September Issue” soon coming to theaters, you’d think Vogue is on the top of the world, but ad sales show differently. Yes, when the documentary was filmed they had 727 ad pages in a 840 page magazine, but two years later those ads have reduced themselves to a mere 400 pages (according to the Post). Why is this? Jezebel suspects:
1. The recession? Though Elle is in the lead — and In Style is doing well — ad pages at those publications are likewise down. Companies aren’t spending money like they used to.
2. The zeitgeist? While people are still interested in fashion, it’s no longer cool to be all bling-bling and logo-covered. Perhaps attitudes have changed? Accessible clothes — Project Runway, guest designers at H&M — still pique people’s interests, but what Vogue calls “aspirational” can often feel like a cruel fantasy.
3. It’s stale? Vogue will never die. But maybe it needs resuscitating? A fresh polish on a brand losing luster? Is there a way to restore the enchantment, the magic that Vogue was capable of? Hint: This is not the way.
4. Anna Wintour? The high-profile EIC of Vogue stars in a documentary that may be less than flattering, and recently called fat people in Minnesota little houses. And despite recent covers with Michelle Obama and Beyoncé, there was a time when, for issue after issue, there were no black models on the magazine’s pages. Zero. When does your asset become a liability?
5. The Internet? With sites like The Cut, The Sartorialist, Style.com, Fatshionista, StreetPeeper, Refinery29 and so on, it’s possible to be interested in fashion and find out about all kinds of runway shows, trends and designers without the narrow point-of-view Vogue offers. In a lightning-fast, interactive way. Like we always say, when in doubt, blame this Web 2.0 thing people are always talking about.
What do you think?
QUICKLINK: Jezebel
I don't sleep, I blog. I am in fact writing this bio at 3am while blogging.
