Magazines Flaunting Recession-Friendly ‘Under $100’ Coverlines
Keeping ‘recessionistas’ happy—and spending.
Over the past few months, women’s interest magazines have found a growing market in recessionistas. And this summer, it’s all about keeping the female masses reading (and spending), with publishing giants Time Inc., Hearst and Condé Nast all publishing magazines with “under $100” solutions.
As Lucky editor-in-chief Kim France wrote in the issue’s editor’s letter, “Obviously we did it because the times call for it, but it also simply seemed like a really fun (if slightly overwhelming) proposition.”
Here are a few:
Coverline: “Best Summer Steals! 75 Fashion Finds Under $100”
Translation: Scattering under $100 finds throughout pages 81 to 204 of this issue doesn’t provide instant gratification I was hoping for. While certainly some good, inexpensive options, it’s tough to be discerning when sale bin items are placed alongside thousand-dollar gems.
Title: Marie Claire
Coverline: “Dress Like a Million for Under $100”
Translation: “Dress Like a Million for Under a Million.” Cameron Diaz’s Elsa Peretti for Tiffany & Co. necklace retails for $3,450; the under $100 picks include one page of wild, wild west styles that leave something to be desired.
Coverline: “Everything in this issue is under $100!”
Translation: Condé Nast’s shopping and style title may be the most creative of the bunch, morphing its annual “under $100” issue to include everything in the issue. And just so readers know Lucky is serious about its pledge, even cover model Becki Newton is donned in pieces under $100.
Of course, Newton would look great in a paper bag—a recessionary visual these publishers hope doesn’t become a reality.