Between Diapers
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Samantha, Rachael, yes: Women over 40 are, if not yet terminal, terminally uncool. That seems to be the sole reason that More magazine has not been able to attract the kind of advertisers you would think would sign up for a magazine with 1.3 million readers whose average income is $93,000. Ironically, More's advertising staple of processed food manufacturers has helped insulate them from the ad page drop-off suffered by magazines that rely on luxury brands. But the notions behind this de facto ad boycott are themselves antiquated and based on decades-old thinking about consumers. This article about advertising age bias points out that the idea of needing to capture young readers and viewers to build brand loyalty is idiotic because that's not how consumers think anymore. The other point is that Americans ages 18-34 have $1 trillion in disposable income (and how quickly income gets disposed of these days!), while those over 50 have $2.4 trillion. You would think such money talks, but apparently not if it comes from the purse of grandma. And Rachael, you make the argument in favor of the older consumer. You're young, so your disposable income goes to disposable diapers. But once the kids are grown, there are several decades of spending left for most consumers before they hit the diaper stage of life again.
Emily Yoffe is Slate's Dear Prudence and Human Guinea Pig (emilyyoffe@hotmail.com)
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Age isn't the only reason
By: rose555 | Tue, 08/25/2009 - 09:36
I would bet that a major reason More lacks luxury advertisers is that its publisher, Meredith Corporation, does not have a history or relationship with luxury brands. Meredith's other big titles include Better Homes & Gardens, Family Circle, and Ladies Home Journal. These titles tend to focus on family life and housekeeping, not designer dresses and vacation homes. Compare More's corporate parentage to that of Vogue (Conde Nast) or Esquire (Hearst). These publishing houses have been marketing magazines to an upscale consumer for many years, and have established relationships with companies like LVMH, which owns many brands that are frequently featured in the magazines. It is also important to note that More is not a fashion magazine, but more of a lifestyle magazine like Martha Stewart Living or Real Simple. MSL and RS may feature ads from expensive home furnishings lines, but they also advertise housekeeping products like Febreze. More doesn't focus on fashion or on high end home improvement, so it makes sense that it wouldn't attract a lot of advertisers from brands in those markets.
We shouldn't jump to the conclusion that More's lack of luxury advertising is incontrovertible evidence that luxury brands are uninterested in older women. Please remember that while a magazine like Vogue has a younger median reader, it has plenty of readers who are women over the age of 40. The ads in Vogue are targeted at these women as much as they are targeted at 20 somethings. In fact, particularly with regards to brands like St. John's and Bottega Veneta, the advertisers are probably most interested in older consumers who are more likely to have the funds and lifestyle to afford and wear their clothes.