Daily Front Row

2009 April 8

The New Advertising Age

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(NEW YORK) It's not only magazines that are forced to rethink their approach to advertising. Fashion brands are equally willing to adapt their approaches, looking to cut production costs in order to afford purchasing more pages. After all, an entry-level cost of a photo shoot can easily top $80,000 a day, after factoring in the day rates for photographers, stylists, and models, as well as the cost of studio space and equipment rental. No wonder advertising heavyweights are looking towards media outlets with content-creation capabilities.

Such is the case at Nicole Miller, which will work with magazines and their in-house crative agencies to create content for their Fall 2009 campaign. While the company is still in a "wait-and-see mode," according to VP of public relations and marketing Eric Delph, the market is flooded with plenty of potential partners. At Hearst, Harper’s Bazaar, Seventeen, Redbook, Good Housekeeping and Town & Country operate such agencies, while at Conde Nast, Vogue, Teen Vogue, GQ and Lucky create custom advertising. Not only do these operations allow fashion brands to more effectively communicate with the publication's target audience, but they are also give publishers an added