What's the Future for Fashion Magazines?

Ok, so most folks I know can't get a decent return on investment out of magazine advertising. Every one knows that readers screen out most ads and find them annoying. Advertising is weak. But those that do pay for advertising kindly subsidise the magazine to leave the editors free to create awesome independent opinions and creatives.

So the new Mecca for everyone was PR. Public Relations. Hire a PR firm to leverage their exclusive relationships with the creme of magazine editors and you'd get product placements and editorials. These carry a lot of weight because it's an independent editorial opinion, in fact the "content" of the magazine that readers are really paying for. And for the lucky brand featured it was a massive credible endorsement. So now everyone has a PR agent. And the magazines aren't getting enough advertising dollars to sustain them.

The result? Advertorial. Paid editorial. What used to be taboo, unethical is now standard practice. I'm scared so I won't mention names, but I receive offers (many in writing upfront) to pay for editorial. I can name very few magazines that don't do it.

This week I had a major Australian magazine flatly tell me that their stylists only shoot brands that pay to be in the magazine. They only do editorial on brands/stores that pay to be in the magazine. I'm sure it's not something they promote to their readers.

What does the future hold for magazines? Well it's pretty grim if they are selling out their only "product". The thing readers actually buy...remember the awesome independent opinions and creatives? What they are creating are 200 page advertisements, which we already know people avoid.

Little wonder unpaid independent bloggers are gaining influence.

Just so you know, when you have a look at Vein Wear's press, I don't pay for editorial directly or indirectly.