This morning’s Times tells of more bad news for Condé Nast, or rather actual numbers on news we already knew would be ugly. The company’s ad pages are down by 1/3 or 8359 pages. W is one of the worst hit, down by 46%. Oof, that’s definitely gotta hurt.
We’re all well aware of the cost-cutting that’s already gone on. So what to do next to get readers and advertisers excited?
Apparently InStyle thinks it has an idea. Its December Taylor Swift cover has a 3-D component wherein you hold up the magazine to a webcam and see a 45 second video of Taylor surrounded by snowflakes.
The 3-D theme continues inside with a bunch of advertiser participants like Michael Kors and YSL Beauté. We’re not quite sure exactly how this works since we don’t have the actual issue in hand, but according to WWD there are click-to-buy features and videos. And it sounds like the advertisers are pretty jazzed about it…at least for now.
Will all these bells and whistles actually work, i.e. translate into sales of both the magazine and its advertisers products? We’re not sure. The timing of the Taylor cover from a celebrity angle couldn’t be better. (Seriously we’re still obsessing over how great she was on SNL!) So we can see good newsstand sales in the magazine’s future. But do readers really care about the videos? Maybe. Maybe not.
What do you think? Is Time Inc. onto something that Condé, Hearst, and Hachette should pay attention to?