Cosmopolitan an advertisers playground

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Cosmopolitan an advertisers playground

Cosmopolitan an advertisers playground

More often, it is invisible — the super-yacht out at sea. The financial crisis and subsequent global recession and austerity have left this life largely unaffected — and often enhanced, with emergency measures such as quantitative easing hugely benefiting the rich — while altering the lives of almost everyone else.

Yet journalists and academics often struggle to capture more than the hard, glossy surfaces of this private world: The original one-page section has swelled into a thick, lustrous, large-format magazine, almost the size of a tabloid newspaper, which now appears 34 times a year, distributed with the FT across the world on Fridays and weekends.

Under consumer capitalism, you are what you buy — or would like to buy. But the rich are different from everyone else in their consumption, because they can afford almost anything.

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Their challenge is choosing. The key role in this process played over decades by How to Spend It has made it an almost unique social lens, through which we can see how much the world has polarised since the egalitarian s and 70s. The magazine usually has between 80 and pages.

About half of them are advertisements, for the biggest global luxury brands and for more singular commodities, such as art and property. The other pages are a gleaming parade of articles — not always easy to tell from the ads — about the most expensive fashion, travel, food, interior design and other consumer goods imaginable.

A article on home furnishings with an aeronautical theme included a decommissioned Sky Flash air-to-air missilepolished to a perfect sheen and mounted on a pedestal: The same trophy products for the middle-aged alpha male appear again and again: Most consumer journalism draws readers to products within, or just beyond, their financial reach.

Many of its readers are bankers, or businessmen from China and India — quite blunt people. They pick it up thinking: A former FT journalist says: Unlike other consumers, the report went on, the rich find many products, such as designer clothes, more desirable the more expensive they become. The countries where the rich congregate, such as Britain, Canada and the US, have been changed radically by this frenzy of spending: Above all, the increasingly separate world of the rich consumer sends a divisive message: Another sign of a plutonomy is that more and more high-profile institutions — universities, museums, media organisations — are dependent on the wealthy for funding or subsidy.

It is one of the most prestigious and important newspapers in the world. Less than a third of itssubscribers now live in the UK; and as well as authoritative business reporting, it is increasingly known for its urbane tone and its investigations — notably in recent months about sexual harassment at the Houses of Parliament and the now disbanded Presidents Club in London, and about alleged bullying at the British advertising giant WPP.

Yet the FT is also a less secure paper than it was half a century ago, with print media in decline and the advertising revenues from online journalism uncertain. Nobody outside the FT knows exactly how much of that revenue comes from the advertisements in How to Spend It.

Like other papers, the FT does not release financial results for individual supplements. Julia Carrick, who conceived the How to Spend It magazine and was its publisher untiltold me: At a recent meeting of FT executives, convened to discuss the long-term future of the paper, the current editor, Lionel Barber, reportedly declared:About Cosmopolitan Magazine Advertising; Past Advertisers; Magazine Soft Copy; Facts and Figures; Circulation Breakup; Readership Profile; Readership Profile - Gender Ratio; Editorial Topics; Execution Process; Steps in Execution; How do I know my ad has been placed?

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