Hace unos días leí en el Periódico que la revista Vogue ha batido récords: de las 840 páginas – que ya son- que tiene el número de septiembre, 727 son publicidad. Es decir, leer Vogue viene a ser cómo ver Titanic en Antena 3. Sólo que Vogue resulta mucho más pesado. literalmente: 2.20 kilos de revista. Cómo para llevarla en el bolso. Si alguien pensaba que las revistas eran “lectura ligera” queda demostrado que anda muy equivocado
Al margen de semejante bombardeo de anuncios, la verdad es que 113 páginas son bastantes para una revista. No soy lectora habitual de Vogue y similares, así que no estoy segura con qué pueden haber rellenado el catálogo publicitario éste. El único motivo por el que he comprado esas cosas en alguna ocasión ha sido por que regalaban algo que me gustaba y no es el caso de el número de septiembre. Así que nunca resolveré el misterio de qué demonios esconden esas 113 páginas perdidas entre un montón de fotos de cosas demasiado caras para mi bolsillo. Tampoco me quita el sueño. Según mi -escasa, es cierto- experiencia, la mayor parte del texto en esas revistas consiste en pies de foto, cartas de las lectoras, un editorial que suele parecerme una chorrada monumental, listas de lo que está “in” y “out”, alguna entrevista sosísima y reportajes sobre cómo maquillarte para ir a la playa, tener orgasmos y machacar la visa.
Lo que me fascina del tema es que aplicando la lógica y la cuenta de la vieja, 727 marcas han pagado para que Vogue las publicite en el número de septiembre. Mientras, la revista ha pagado a unas cuantas personas por rellenar con lo que sea las 113 páginas restantes (y supongo que a un montón más para enmaquetarla y hacer todas esas cosas que no sé cómo se llaman). Desde luego es lo de que una imagen vale más que mil palabras llevado al límite: tú les pagas para ver lo que otros pretenden venderte y para leer unas cuántas frases que tratande convencerte de que vale la pena comprarlo. No tengo ni idea de cómo funciona la publicación de una revista pero sospecho que económicamente las cosas en Vogue van de coña.
Sólo compré el Vogue una vez y precisamente lo que más me sorprendió fue la enorme cantidad de publicidad que traía. Da gusto llevar una revista así, les debe salir baratísima ¿no?
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