The March issue of Elle in Russia must have its publishers rubbing their hands in glee. No sign of the credit crunch hitting advertising there. For a start, the issue runs to 460 pages with an ultra glossy cover – and uses just about every device known to print advertising creatives.
Another card insert by page 202 adds embossed silver ink for Super Slims from Dunhill. The developing world offers the last chance for tobacco companies to ply their wares as mass market advertisers – they are banned from TV and print media in most Western countries and the size of the health warnings on packets is a good decade behind the West.
Cigarettes again, again on a card insert, by page 162 for Virginia Slims with the page using both silver ink and spot varnish.
And Dunhill is not left out of the action. Its ad on page 173 is preceded by a sheet of tracing paper carrying a tailor’s pattern for a tobacco leaf. The advert is on thick card.
But what about gatefold? Tip-ons? Supplements? you cry. Well I’m just coming to the supplements. There are two – a 32-page stapled brochure of Italian fashion, and a magazine-in-itself beauty section running to 356 pages. It has a reverse gatefold with a Winehouse-esque eye gracing its cover.
The supplement has a tip-on sachet of Lancome make-up …
… and a double card spread with gold ink and spot varnish for Carte Noire instant coffee.
Bonuses all round at Hachette Filipacchi Medias.