David Hepworth on the the difference between upmarket and downmarket magazines


David Hepworth’s blog is very insightful on media topics, especially relating to magazine publishing. The link below takes you to a short entry about Vanity Fair’s coverage of the Tiger Woods story, making useful comparisons to coverage elsewhere. This is all about institutions (publishers and their advertisers) and audiences. As Hepworth says, almost everybody is interested in smutty stories like this, but your upmarket titles have to be very clever in sneaking it past the advertisers, who are paying a premium to reach the top end of the market (not the “low hanging fruit” as marketeers call it):

And Another Thing: The different between upmarket and downmarket magazines.