The July issue of Harper’s Bazaar devotes 40 pages to one of its biggest advertisers - Estee Lauder. And, as the New York Times points out, it’s not 40 ad pages, but 40 editorial pages. The magazine is awarding these pages AND the cover to the four stars of Estee Lauder’s ad campaign for its new perfume, Sensuous. So, Gwyneth Paltrow (who conveniently has a new movie out), Elizabeth Hurley, Carolyn Murphy and Hilary Rhoda share prime real estate in this issue. Usually magazines offer a blurb or perhaps a page or two to one of its advertisers’ product launches, but the coverage here it truly unprecedented.
I hope this is not going to be a trend, although I’m afraid that it will very much be the way things will be done as sought-after advertisers will gain more clout in our faltering economy. I, for one, am pretty sick of everything turning into an ad as it is. I already know that when I see a celebrity on a magazine cover, it’s because she has a new product to hawk whether it’s a movie, perfume or clothing line. For me, there’s no point in buying magazines (and I have subscriptions to half a dozen glossies) if they will be nothing but big advertorials. What do you think?
One Comment
Know what you mean. Everywhere we look, we’re bombarded with ads for something. Sometimes I think it would be good to just have models on fashion magazine covers and let the celebrities on the cover of the gossip rags.
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