Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

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

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

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]