Gay or straight, male or female, young hipster or mature parent,
Wallpaper succeeds in appealing to a massive international audience.
Hence the magazine’s 39 per cent year-on-year increase in circulation to
112,404.
I think Wallpaper is a gorgeous magazine, but I’m not sure how I feel
about the huge amounts of ads. A lot happier no doubt than the wasp I
beat the crap out of on Sunday afternoon with the 387-page September
issue.
Anyway, ads. Loads of them, shot by some of the world’s leading
photographers.
So fabulous that I thought they were pages of editorial. Perhaps a few
ads from the likes of Ikea might help. Very American to put so many ad
pages at the front before you get to the flannel panel. Pissed me off a
bit.
Mind you, the fashion features - which I love - are not dissimilar to
the ads themselves. The ’After Hours’ article boasts a strong editorial
idea and quirky photograph but it could easily be a Diesel ad. And the
food feature, ’Night Moves’, is stylistically akin to the latest Levi’s
press campaign.
I adore Wallpaper’s use of illustration and I admire the intelligent
writing, which combines wit, cool, history and a popular culture
perspective. But, due to its size, I find it difficult to concentrate on
reading the magazine through; for me, it is something to be dipped into
whenever I have the time and provides me, as a journalist, with a
brilliant research tool.
Wallpaper’s mission statement - ’Wallpaper is a magazine for urban
modernists and global navigators. Aimed at an international, dual
audience, Wallpaper covers interiors, architecture, entertaining and
travel.
period’ - could be regarded as pretentious. But the editorial director,
Tyler Brule, and his team should be applauded for producing a truly
international publication that makes what is happening in Sydney, Los
Angeles or Milan relevant to the reader’s interests. The travel section
is one of the best-researched and concise travel spots I’ve ever
seen.
Because of this unique and seamless global coverage, I believe
Wallpaper’s format would work just as well as a piece of television.
Jane Austin is the editor of ±±¾©Èü³µpk10 Screen
Publisher Time Life Entertainment Group
Cover price pounds 3.40
Frequency Monthly
Circulation 112,404
Ad rate (full-page colour) pounds 6,500
Advertisers include Versace, Evian, Gucci, Finlandia Vodka, Bang &
Olufsen
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