A sampling of how some luxury advertisers spend their money.
1. Louis Vuitton (LVMH)
How much: $92.4 million; 1,329.8 pages
Given all the brands this company represents, from Gucci to Moet champagne, it’s no wonder its advertising appears in magazines as diverse as Vogue, 148.8 pages ($10.2 million);Cosmopolitan, 14.11 pages ($1.9 million); Teen People, 8 pages ($631,300); Maxim, 4.2 pages ($252,400); and National Geographic Adventure, 1 page, ($31,900). Still, it’s the fashion books that get the bulk of the ad dollars here: In Style, 104.2 pages ($9.4 million); Vanity Fair, 104 pages ($8.4 million); Harper’s Bazaar, 90.9 pages ($6.5 million); and Elle, 80.9 pages ($5.7 million).
How much: $35.9 million; 500.23 pages
This brand, known for its $60,000-plus sedans, has been on a spending spree promoting its Mini Cooper, the under-$20,000 car. Of course, enthusiast titles were on the receiving end of many campaigns, including Car and Driver, 16.6 pages ($2.1 million); Automobile, 28.8 pages ($1.9 million); and Road & Track, 18.4 pages ($1.6 million). BMW also targets the CEO, placing ads in BusinessWeek, 17 pages ($1.9 million); Forbes, 15 pages ($1.4 million); and Fortune, 13 pages ($1.2 million). ESPN The Magazine got 11.2 pages (1.4 million).
How much: $17.8 million; 267.45 pages
Vanity Fair is by far the biggest beneficiary of Tiffany’s ad budget: $2.2 million for 26 pages. Next is The New York Times Magazine, with $1.8 million for 26 pages. Architectural Digest, whose readers we assume take the same care accessorizing themselves as they do their homes, got 16 pages worth $1.1 million. Tiffany went to personal finance title Money for 5 pages ($751,000), Cond? Nast Traveler for 6 ($403,300), Black Enterprise for 5 pages ( $185,000) and Texas Monthly for 4 pages ($94,600).
4. David Yurman
How much: $12.4 million; 204.01 pages
This jewelry brand sent 24 pages ($1.9 million) to Vanity Fair and 28 ($1.8 million) to Vogue. Golf Digest’s 16 pages were good for $1.1 million. Town & Country got 13 pages worth $620,000. Gourmet, with no fashion editorial but full of all things in good taste, pulled in 7 pages for $464,900. Departures, which is all about luxury, received 5 ad pages worth $279,000. And Robb Report, catering to super-salary earners, brought in 9 pages worth $147,800.
How much: $7.9 million; 119.16 pages
Conde Nast claims the biggest slice of this fashion brand’s ad-spending pie: Vogue, 30 pages ($2.1 million); Vanity Fair, 16 pages ($1.5 million); W (a Fairchild publication, part of the Conde Nast stable), 12.8 pages ($790,000); GQ, 4.6 pages ( $425,000); and The New Yorker, 4 pages ($282,000). The New York Times Magazine pulled in 9 pages ($666,500), and fashion-of-the-stars title In Style got 4.6 pages for $349,400. And, aiming to hook ’em while they’re young, the plaid purveyor placed 1 page in Teen Vogue for $37,300. Looking to remind the faithful of its brand, Burberry also ran 2 pages in Town & Country ($110,500) and 3 in Departures ($151,300).
How much: $7.6 million; 105 pages
Prada put just 16 magazines on its schedule in the past 12 months, and of course the fashion books were the big gainers. Elle got 13 pages ($959,700); Harper’s Bazaar, 15 pages ($955,200); Esquire, 10 ($839,600); Vogue, 10 ($829,100); and W ,11 pages ($688,100). Details got a 4-page commitment worth $132,000, and Vibe ($65,200) and Men’s Journal ($464,700) each got 1 page.
How much: $5.8 million; 88.62 pages
With a total of just 88 ad pages in the past year, Versace’s ad budget is fairly low compared to some of its competitors. But with all its appearances on the red carpet and in the gossip pages, maybe Versace doesn’t need to pay to get its name out there. The New York Times Magazine got the most pages (8), worth $630,300 in ad revenue. Next was In Style, with 7 pages for $628,000. Hearst titles Marie Claire and Harper’s Bazaar each got 7 pages (good for $445,200 and $450,700, respectively), while Lucky and Vogue each took in 6 pages, although at very different page rates (Vogue got $299,400, Lucky took in $171,500). And O, The Oprah Magazine received just as many as Vanity Fair – 3. Some interesting ad buys: Men’s Health, 1 page ($89,900); Latina, 3 pages ($52,500); and Us Weekly, 3 ($212,700).
How much: $5.3 million; 81.38 pages
Vogue got 17 pages of Coach advertising last year, pulling in a little more than $1 million and making it the No. 1 vehicle for the accessories company. No. 2 In Style’s 9.4 pages were good for $860,500 worth of ad revenue, and Harper’s Bazaar’s 10 pages earned $689,000 for Hearst. The brand’s appeal extends beyond high-end fashion readers, however, as Time earned $69,000 for a fractional ad, Vibe and Out magazines each got 1 page, and Rolling Stone got a half-page ad.
9. Four Seasons Hotels
How much: $4.5 million; 71.52 pages
Pitching the business traveler, Four Seasons put 8 pages each into Fortune ($732,300) and Forbes ($724,300) and 7 into The Economist ($226,500). To lure the leisure traveler, they went straight to Travel+Leisure ($642,000) and Cond? Nast Traveler ($554,800), giving them 6 pages each. The Four Seasons advertised in just a handful of other titles in the past year, doling out 3 pages to Gourmet ($202,400), 2 pages to W ($99,400) and 1 each to Veranda ($43,300) and Robb Report ($17,900).
10. Samsung HDTV
How much: $2.5 million; 26.7 pages
Consumer electronics isn’t one of the bigger luxury categories, but it does spread its spending around. Hearst’s Sound and Vision is the biggest recipient of ad pages (5), earning $312,000 in the past year. Going after movie-lovers, Samsung placed 4 pages in Premiere, a Hachette publication, for $242,600. From there, the company’s target consumer is all over the map, judging from these placements: Fortune, 3 pages for $279,500; Home, 3 pages for $263,100; Business Week, 2 pages for $218,000; Architectural Digest, 2 pages for $147,600; and Elle, 1 page for $87,000.
Luxury Marketing: Hey, Big Spenders
A sampling of how some luxury advertisers spend their money.