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Elle China Has So Many Ads, It Has To Publish Twice a Month Now

Elle and Vogue up the ante in China
Elle and Vogue up the ante in China

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Print doesn't seem to be anywhere near dead in China, at least when it comes to luxury fashion glossies. Elle and Vogue are getting thicker and thicker now that major fashion labels are spending more to advertise—so much so that, according to the New York Times, Elle China had swelled to 700 pages per issue and now publishes twice a month to accomodate all that weight. Cosmopolitan also began publishing twice monthly last year, and for its part, Vogue has added four more issues a year to satisfy the demand for advertising.

"There is an enormous hunger for information about luxury, and there aren't many other places you can get that information than in fashion magazines," Duncan Edwards, president and chief executive of Hearst Magazines International, told the NYT.

China's internet policies might be a contributing factor to the emphasis on print, but the article didn't speculate either way.

· The Stylish Side of China [The New York Times]
· Is Elle Going to Beat Vogue in September Ad Sales? [Racked]