The glories of Elle in Russia

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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 of the French-owned fashion magazine runs to 460 pages with an ultra glossy cover – and uses just about every device known to print advertising creatives.

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Opposite page 362, we have a card insert with spot varnish for Cote d’Or chocolates.

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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.

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Cigarettes again, again on a card insert, by page 162 for Virginia Slims with the page using both silver ink and spot varnish.

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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.

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The supplement has a tip-on sachet of Lancome make-up …

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… and a double card spread with gold ink and spot varnish for Carte Noire instant coffee.

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Bonuses all round at Hachette Filipacchi Medias.

Elle Russia website

Women’s glossies profiled

Secrets of magazine covers

To see almost 500 magazine covers and pages, look out my book, A History of British Magazine Design, from the Victoria & Albert Museum, the world’s leading museum of art and design

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2 Responses to “The glories of Elle in Russia”

  1. Art and the censor « Magforum Says:

    […] glories of Elle in Russia. Possibly related posts: (automatically generated)Censorship of Russian ArtRussian Business Woman […]

  2. http://www.amazines.com/article_detail.cfm/5638664?articleid=5638664 Says:

    Oh my goodness! Incredible article dude! Thank you, However I am going through problems with your RSS.
    I don’t know the reason why I cannot subscribe to it. Is there anyone else having the same RSS issues? Anybody who knows the solution will you kindly respond? Thanx!!

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