How Newspaper Supplements Took On Fashion Magazines

Fashion and luxury supplements — the glossy, advertisement-heavy magazines that are distributed free as part of a newspaper — are thriving. Over the last decade, supplements such as T: The New York Times Style Magazine, WSJ. at The Wall Street Journal, and How To Spend It at The Financial Times, have bucked the depressing trends in print media, by consistently growing their advertisers, upping their page-counts, rolling out more editions and making a profit.

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Supplements also have key advantages over fashion magazines. First, there’s the audience. Newspapers have a bigger readership than monthly glossies: American Vogue's total average circulation for each monthly issue is 1,237,939, while American Elle's is 1,125,536 — The Wall Street Journal’s daily circulation is 1,392,470.

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More importantly, the readership of premium newspapers are luxury customers.

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“The DNA of magazines is the same as the DNA of luxury products: to make beautiful objects and reflect a certain amount of intelligence.”

http://www.businessoffashion.com/articles/intelligence/how-newspaper-supplements-are-beating-fashion-magazines-at-their-own-game

http://howtospendit.ft.com/