Wallpaper pastes former ad record with 444-page issue

Wallpaper has booked pounds 1.5 million of revenue into its October issue - its largest ever at 444 pages.

Wallpaper has booked pounds 1.5 million of revenue into its October issue - its largest ever at 444 pages.

The issue contains a 'sins' section devoted entirely to alcohol and tobacco.

Advertising director Alasdhair Willis said that, being an internationally distributed magazine, Wallpaper was not restricted by any local laws governing the advertising of alcohol and tobacco.

The section carries ads for Remy Martin, Glenfiddich and Campari but no cigarette brands. Willis said the creative executions submitted did not meet Wallpaper's standards.

The 204 advertising pages include two advertorials - each taking up three double-page spreads - for the Audi A2 and Harrods furnishings. Hastens, the Swedish bed manufacturer, has chosen Wallpaper to promote its global expansion with an eight-page advertorial.

The November issue - themed Wanderlust - will be devoted to travel.

Wallpaper's sales of 130,321 are split evenly between the UK, the US and continental Europe. Advertising is sourced equally between the UK and Italy, with New York growing rapidly.

The 164-page second issue of sister title Line comes out on 9 October, carrying 64 ad pages, including six pages for Versace Sport. Sales of the first issue are estimated to be between 80,000 and 90,000.



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