How Will the Coronavirus Impact Already Fragile Glossy Magazine Print Ads?

As it prepares to launch its May issue with cover face Gal Gadot, Vogue took to its Instagram account to tell its 26 million-plus followers that it was “reported and written before COVID-19 began to take hold in the U.S.” “It went to press as profound changes to daily life were being seen across the country,” the magazine explained. Vogue is just one of many monthly fashion and lifestyle magazines that won’t have much COVID-19 content apart from it being mentioned in the editor in chief’s note and maybe a couple more references, if anything at all, with most wrapping up their newest issues before large parts of the U.S. were forced to ground to a halt. But it’s not just the content that won’t reflect what’s happening in the outside world. While down significantly from the long-gone heyday of magazine publishing, there will still no doubt be a decent amount of advertisements from luxury brands in these titles at a time when many have closed their stores, are making face masks instead of clothes and handbags, and have slashed their marketing budgets due to the global plunge in their revenues over the first few months of the year. That’s because, unlike newspapers,

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