Elle and Vanity Fair produced their second annual green issues in May, but the titles produced different results. Elle's green issue outperformed the one in 2006, which was the worst seller of last year's first half. Ad pages for this year's issue were up 22 percent from 2006, while the magazine increased its newsstand sale by double digits. The Hachette Filipacchi Media monthly will produce another green-themed issue next year, with Laurie David guest editing for the third year in a row. Also, its Living section will dedicate a small column to green in every issue beginning next year.
Vanity Fair did its first green issue in May 2006, which performed better on newsstands than this year's with Leonardo DiCaprio and the polar bear Knut on the cover. The May 2006 issue sold 391,285, versus 351,849 this past May. But the 2007 issue carried 23 percent more ad pages — 158 — than the year prior. "We are not that far along in planning next May's issue. But we do have a number of stories for it that we are presently working on," said Graydon Carter, the magazine's editor in chief. "In that Vanity Fair was the first major magazine to devote a whole issue to the environment, we intend to remain committed to this ongoing discussion."
Domino produced its first green issue this past March and has since incorporated eco-friendly content into every issue. For example, the August issue includes a story on constructing a green kitchen. The title's first green issue sold above its single copy average sale of 100,000 per issue, and its ad pages were up 6 percent, thanks to ads from Levi's Eco (a line made from organic cotton), Ikea and fuel-efficient car models from GMC and Ford. The title plans to dedicate another issue to green next year. — S.D.S.
Vanity Fair did its first green issue in May 2006, which performed better on newsstands than this year's with Leonardo DiCaprio and the polar bear Knut on the cover. The May 2006 issue sold 391,285, versus 351,849 this past May. But the 2007 issue carried 23 percent more ad pages — 158 — than the year prior. "We are not that far along in planning next May's issue. But we do have a number of stories for it that we are presently working on," said Graydon Carter, the magazine's editor in chief. "In that Vanity Fair was the first major magazine to devote a whole issue to the environment, we intend to remain committed to this ongoing discussion."
Domino produced its first green issue this past March and has since incorporated eco-friendly content into every issue. For example, the August issue includes a story on constructing a green kitchen. The title's first green issue sold above its single copy average sale of 100,000 per issue, and its ad pages were up 6 percent, thanks to ads from Levi's Eco (a line made from organic cotton), Ikea and fuel-efficient car models from GMC and Ford. The title plans to dedicate another issue to green next year. — S.D.S.
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