September 14, 2012
Condé Nast’s Architectural Digest is up to 101 ad pages for its October issue, an approximate increase of 5.2 percent from this time last year and 11 percent so far this year.
Marketers including Ralph Lauren, Breguet, David Yurman and Omega are helping to boost the magazine and create a lifestyle experience. Watch and jewelry brands especially helped propel Architectural Digest to the next level.
“This month heralds the return of a much-beloved Architectural Digest reader favorite: Great Design From Fashion Insiders,” said Giulio Capua, vice president and publisher of Architectural Digest, New York.
“The October issue of Architectural Digest gives readers unparalleled access into the private worlds of fashion's top talents,” he said. “Architectural Digest provides an unparalleled environment for luxury brands to reach their core constituency and our readers value the advertising as part of the entire package each month.”
Architectural Digest has a ratebase circulation of 800,000. Its readers have a median household income of $97,123.
Designed to please
This issue of Architectural Digest focuses on great design from fashion insiders. Some people featured in this edition include Steven Meisel, Nina Garcia, Carla Fendi, Anh Duong, Jenni Kayne, Gilles Mendel and Robert Duffy.
The main representative and household explored is Valentino Garavani, designer of the namesake luxury brand.
Watch and beauty brands were the key advertising drivers for this issue, according to Mr. Capua.
“Architectural Digest has had strong gains in three categories – beauty, fashion and jewelry and watch – that are generally considered a barometer of the luxury market,” Mr. Capua said. “These are all currently showing double digit growth in ad pages.”
Watch and jewelry brands such as Breguet, David Yurman, Omega, Bulgari, Cartier, Tiffany & Co., Rolex, De Beers, Van Cleef & Arpels and Glashütte all make an appearance in this month’s Architectural Digest.
Meanwhile, Clarisonic, Ralph Lauren, Lexus, Crystal Cruises and Fendi are also key marketers in this issue.
Much to digest
Architectural Digest is not the only publication that is seeing increased ad revenue and pages.
For example, advertisers including Christian Dior, Hermès, Giorgio Armani, Ermenegildo Zegna and Bottega Veneta helped to propel American Express Publishing’s Departures 30 percent in ad revenue for its September issue (see story).
Also, Hermès, Versace, Neiman Marcus, Saks Fifth Avenue and other luxury advertisers chose placements beyond front-of-book in the 916-page September issue of Condé Nast’s Vogue, likely to grab attention from readers who delved into the 120th anniversary content (see story).
In addition, advertisers including Gucci and Hermès are scoring optimum placement in the September issue of Condé Nast’s W magazine, but other marketers including La Mer and Fendi are taking up room in the complimentary Trends supplement (see story).
Print marketing continues to be a valuable way for marketers to get in touch with consumers on a tactile level.
Furthermore, the old-school lifestyle vibe that print represents could be indicative of what brands want to portray in their ads.
“Architectural Digest has always delivered to the luxury market's primary consumer - a dual audience of highly affluent, educated and cultured readers who come to the brand for the latest information on all aspects of design,” Mr. Capua said.