July 30, 2012 in Daily Bulletin
Christine Haughney and Jonathan Landreth reported on China’s fashion magazine market:
- Fashion magazines have become so popular that Elle had to start publishing twice a month since its issues had grown to 700 pages.
- Vogue also had to add four more issues a year to keep up with demand.
- This has been a boon for advertizers. Advertizing in women’s consumer magazines has increased 16.9% even as it declines in other types of magazines.
- The Chinese are big luxury spenders. Louis Vuitton and Chanel are the most desired brands. Many of the buyers of these magazines often live at home with the parents and grandparents. Because of the one-child policy they are single children and ask their family for money to spend on luxuries they see advertized in the magazines.
- The typical reader is 29.5 years old, female, single, and does not save much.
- There is a fair amount of corruption in the industry and there are no reliable circulation figures.
To read more including the censorship and business arrangements that are required for fashion magazine publishers in China, the full list of the most popular brands, how China ranks relative to the rest of the world in terms of spending on luxury goods, the looming spectre of the iPad, why the market could evaporate, what industry insiders have to say, why Chinese officials are largely unconcerned with the content of these magazines, and the average income and spending of Chinese consumers, click here.
Source: The New York Times
Via: Marginal Revolution