Instyle Magazine Report Two weeks ago, I had the pleasure and great opportunity to meet Instyle magazine fashion editor who came to give a talk and small presentation and the following is what I gather from what Mr Alvin has shared. ; Instyle magazine targets 25-40 years old middle to upper class women with the core target market being from 25-32 years old. The magazine consists of; * Fashion 45% – still life/products, fashion spreads/models, article/fashion feature * Beauty 25% – still life, beauty spread, articles/writer * Feature 30% – profile, travelling, food, entertainment.
According to Mr Alvin, celebrities are basically the ‘gods’ of Instyle Magazine. Instyle is very focus on celebrities, the good side of course and not the gossipy kind. The structure of the company in Instyle magazine is as follow; Vice President | Publisher | Business Manager | Editor-in-chief | Managing editor | | | | -Senior editor -Art Director -Adv sales Director -Promotion Manager Editor Graphic design Adv.
Manager Promotion executives Associate Editor Photographers Client service Manager Reporter Digital Imaging Adv. Executives Freelancer The job description of a fashion stylist is to decide on the concept of what is going to be on the magazine. They usually hold a meeting where they meet and exchange ideas and plan for the next 3-6 months for the magazine’s content and concept. After the concept is decided, they will have to do a storyboard and execute the photography , the writings and finally, the layout check.
A fashion stylist/editor is also responsible for borrowing designer’s items to be featured in the magazine and they need to be very careful with the items as any damage incur during the time of borrowing, they will have to reimburse the designers they borrow the items from. That is why they are very very careful when borrowing items and will take note of the condition of the item with full details. As Instyle magazine is a franchise magazine from the United states, it is a given that the franchised magazine in other parts of the world can only distribute and sell the magazines after one month of the original copy is sold in the United States.
There is also usually a 80% local content and 20% content from Instyle America. For the advertisement, the most expensive is the cover, back cover, the 4 page fold cover and the inside cover in respective order. Placing an ad on the left page of the magazine is cheaper than the right side. This is because the readers tend to look at the right page of the magazine first. Big companies such as Gucci, Christian dior, Tods, etc.. usually have signed contracts with the magazine to place advertisements for more than a few months.
For more information on placing advertisement, the ones interested can contact the advertising agents in instyle company. Usually every month the advertising department, they have a target to reach. Just the month before, they reach their target of advertisement of 2M IDR. Being a fashion editor also has its perks, when it is fashion week, instyle magazine will send different editors to Paris, New York, London and Milan so that it is fair for everyone and everyone has a chance to go. They will usually travel with a photographer and has to report back on all the fashion shows they attended.
To get a seat on big branded names on fashion week such as chanel, dior, usually instyle magazine has to write a letter to the brands here in Indonesia to send a letter to the brands in the cities that hold fashion week to send out invitations. According to mr Alvin’s experience, being a fashion editor is a very tiring yet rewarding job. You get to know a lot of connections in the fashion industry and get to travel for fashion week and due to the pressure and deadlines of the job, one must have a passion for it to be able to enjoy working in a magazine.