Print

Luxury brands need not abandon print as an advertising channel as long as they keep digital in mind and incorporate innovative ideas into magazine advertising space, experts say.

Marketers Christian Dior, Gucci and Chanel advertised multiple collections in the May issue of Condé Nast’s Vanity Fair, standing out in an edition that was dominated by high-end brands marketing women’s products to the magazine’s affluent readers.

High-end real estate company One Thousand Ocean spent 25 percent of its advertising budget last year on print, claiming that the medium’s ability to display its property without overstating its beauty was important.

Marketers including Chanel, Yves Saint Laurent, Giorgio Armani, Gucci, Balenciaga and Cartier are kicking off the second issue of Style.com/Print that is centered around recently-released fall/winter collections and shows from high-end brands.

Brands including Ralph Lauren, Ritz-Carlton, Chanel, Barneys New York, Ulysse Nardin, Richard Mille, Chopard, Lexus, Ermenegildo Zegna and Giorgio Armani are helping lend a lifestyle theme to Robb Report’s April issue.

Condé Nast’s Vogue is enticing spring beauty and fashion purchases with advertisers and editorial in its April issue and is doing so by mixing high-end and mainstream marketers to appeal to a wider audience.

Where most luxury publications focus on celebrity endorsement to sell space, Condé Nast’s Tatler magazine is moving towards creating a luxury lifestyle image by carefully selecting only high-end brands and images in its April issue.

Condè Nast’s W magazine’s April beauty issue flaunts a 36 percent advertising increase overall and soared to a 66 percent beauty ad increase from this time last year.

Spring images are typically bright and full of life, taking cues from nature and the rise in temperature. However, print campaigns must serve to educate, captivate and enthrall customers in a one-dimensional medium.

Condè Nast’s Architectural Digest’s April issue is up 47 percent in advertising pages as compared to last year, and jumped 23 percent in ad pages in the first quarter of this year compared to the same time in 2011.