The consumer magazine that I chose to analyze from an advertising perspective is Vanity Fair, specifically, the March 2011 issue.
The target audience for this magazine is women, most likely in their twenties. They are likely to have a high disposable income, and have an interest in fashion, especially high end brands, as well as celebrities, but not necessarily celebrity gossip.
Out of the magazine's 353 pages, 194 of them are advertisements. Even though that means over half of the magazine's content is advertisements, it did not appear to be cluttered. This is due mainly to the placement of the ads. The advertisements are more towards the front of the magazine, amongst the table of contents, current events, beauty and fashion tips, and lighter, shorter stories. As you make your way through the magazine, the ads are further apart, and then nonexistent once you hit the cover stories, which are 7-10 pages long.
With over half the magazine devoted to advertisements, there are a lot of different companies and products showcased. One major category or ads is beauty, which features Covergirl, La Mer, Balenciaga, MAC, and Lancome. Another major category is clothing, which includes Dior, Gucci, Prada, Giorgio Armani, and Chanel. There are also ads for travel destinations, such as New York and Dubai. Jewelry is another category, with companies like Omega, Cartier, and De Beers. I feel that these advertisers are attracted to Vanity Fair because their readers have a higher disposable income, as well as a interest in fashion and particular brands.
The editorial climate of the magazine displays famous actors, but in a more relaxed and personal environment. In this particular issue, the editorials are focused on actors and their recent film accomplishments. There is also an editorial on the lives of legends, as well in a posh, exclusive neighborhood in California. I think that the editorials make the lifestyles of celebrities seem attractive, yet down to earth. I think this causes the readers to want emulate those lifestyles, and this causes them to seek out high end brands. These higher end companies are then attracted to place advertisements in Vanity Fair.
I think Vanity Fair magazine positions itself as a vehicle to reach women who have an interest in higher end labels and exotic vacations and fashion. It's a place for advertisers to be a little more editorial with their advertisements, while still being able to push the envelope in order to be noticed.
