A READ ON VOGUE
Byline: Lisa Lockwood
NEW YORK — Vogue’s going back to basics this fall. Literally.
Saying goodbye to buses and TV ads, Vogue’s latest market-share ploy promotes the written word.
The magazine will run eight-page supplements in the New York Times every Wednesday in September, co-branding with numerous clients. The ads will carry the same theme used on buses and TV commercials: “See You in Vogue.” However, this year’s market-share program has a charitable angle: a tie-in with Literacy Partners.
“We’re doing it with Literacy Partners, which so closely aligns itself with what magazines represent,” said publisher Ronald A. Galotti, explaining that clients’ ads will be designed in the context of the section with copy lines that support the concept of reading.
Galotti said that a Revlon ad, for example, might say, “Read my Lips,” or an Absolut ad might read, “Make Sure to Proof-Read.” A Louis Vuitton ad might say, “There’s status in reading.”
Ads will be offered to clients who spend more in Vogue while reducing their market share in competitive publications.
Galotti said Vogue plans to make a contribution to Literacy Partners, and will ask its clients to do the same. Galotti also plans to enlist celebrities to contribute their time to give extra-help sessions to people to teach them how to write a check or read a bill.
Vogue will spend “just under seven figures,” on the new effort, slightly less that last year’s TV promotion, said Galotti.
