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Wallpaper has pulled in record advertising revenues of pounds 1.4

million for its September issue.

The issue - Wallpaper’s biggest yet - comprises 436 pages, 218 of which

are ads.

Revenues for the style magazine have shot up by 40 per cent year on

year.

First-time advertisers include the Geneva watchmaker Bedat, which bought

three double-page spreads in a row, Corum timepieces, which booked a

double-page spread, and the Paris-based Lagerfeld Gallery.

Paul de Zwart, publisher of Wallpaper, said the hike in fashion ad

revenues was partly due to the fact fashion houses were promoting their

autumn/winter collections.

However, he added that the September issue also contained advertising

from a range of sectors, such as cosmetics companies Estee Lauder and

Bobbi Brown, the champagne brand Pop and a range of European furniture

manufacturers.

’I think fashion advertisers like the fact that Wallpaper is not solely

a fashion magazine,’ said de Zwart.

’They can sit alongside high-end products from a range of categories -

from furnishings to cosmetics - and have a bigger impact.’

Only around 30 per cent of Wallpaper’s advertising is sold by Alasdhair

Willis and his sales team in the London office. A further 30 per cent is

pulled in by a division in the US, while Wallpaper’s Italian office

rakes in another 30 per cent. The remainder is sold by sales

representatives across the globe.

De Zwart, who oversees worldwide advertising from Wallpaper’s London

headquarters, commented: ’Advertisers like the fact that Wallpaper is a

truly global magazine.’